Integrated Communication through Animated Edutainment Series: A Case of Cha-Ching

Abstract

Objectives: Recently, many companies have been emphasizing Environmental, Social, Governance (ESG) management, raising awareness of corporate social responsibility in the business ecosystem. This article presents a case-based study on how a globally operating company can communicate effectively with children and fulfill its social responsibility to its community.Methods: This study investigates how Prudential Corporation Asia (PCA), which have been doing insurance and investment business for more than 90 years in Asia and Africa, has implemented the Cha-Ching program in line with the company’s business nature. We also looked at how the company designed the communication to draw their target audience’s attention and participation.Results: Prudence Foundation developed the Cha-Ching program for financial literacy of children, aiming educating money-smart skills how they earn, save, spend, and donate. To enhance educational effectiveness, they introduced cartoon characters called the Cha-Ching band and presented series of music videos through various channels such as TV, website, SNS, school contact program. The non-profit entity has served 10 Asia and Africa communities with the program since it was incorporated in 2011.Conclusions: Economic education using the edutainment series is very effective in inducing participants’ attention and participation. Also, integrated communication is much more effective than single communication channels. Insurance companies are contributing to the national economy from the nature of the business, but they can fulfill corporate social responsibilities more actively as PCA does for children’s financial literacy.