The DOgood Culture - What We DO for Our Community

Mahatma Gandhi said it best: “Be the change that you wish to see in the world.” Change can seem like an immense peak to reach. But even the greatest mountaineers attain success through small, firm and steady steps. When we introduced the “We DO” campaign in September 2018, it was aimed at supporting the actions of people who were steadily driving change in their communities through small and steady steps. #DOgood started in conjunction with We DO, a natural extension of that campaign.

Supporting Our Communities

The history of Prudential is deeply rooted in supporting the working man and community. We started as a provider of penny insurances in England, and we continue to provide coverage for individuals across the world - to ensure everyone can get the most out of life, today and for the future.

Our Community Investment efforts aim to build the foundations for an inclusive society. We’re taking small and steady steps to create programmes that bring lasting and positive impact. More importantly, we’re getting our staff, agency force and customers involved, so everyone can play a role in giving back to their communities. Through our #DOgood efforts, we support communities in need in our society, and also empower individuals to live well for longer.

Who We Support

Our Community Investment efforts focus on three groups within the community: the young, families in need, and vulnerable seniors. The team works closely with partners across different sectors and co-creates solutions to address societal needs.

We work with organisations such as the Early Childhood Development Agency (ECDA) and AMKFSC Community Services to support families in need. The Healthy with KidSTART Programme is a new initiative with ECDA, to help families better understand nutritional and developmental needs in early childhood. Through this programme, KidSTART families receive support packages and knowledge on childhood dietary needs. The families will also be connected to Pulse Communities, a new digital community platform by Prudential. They will be able to have access to information on health and nutrition, including videos of easy and nutritious recipes and get tips on buying the right food for young children. Through these solutions, we hope to empower families to develop new health and nutrition habits for the future.

Prudence Foundation, the community investment arm of Prudential in Asia and Africa, has also partnered with Cartoon Network Asia and Junior Achievement to educate young children on the basics of money management. Cha-Ching teaches 7 to 12 year-olds how to Earn, Save, Spend and Donate in an entertaining way! Started in 2017 in Singapore, Cha-Ching is now taught virtually during the COVID-19 pandemic, reaching over 8000 children in the last two years.

Last but not least, helping seniors is a particular focus of ours. Our collaborations with community partners allow us to roll out initiatives that focus on reducing isolation among seniors and helps to improve their physical and mental well-being. Our volunteers guide them through weekly exercise sessions and conduct cognitive games to maintain their mental acuity. This fosters healthy intergenerational social relationships between volunteers and seniors.

Thanks to the efforts of our volunteers in creating meaningful impact in our communities, Prudential has been recognised as a Champion of Good by the National Volunteer And Philanthropy Centre (NVPC) since 2018. The title acknowledges our commitment to drive positive change and continuous investment in the community, as well as our collaboration with like-minded partners to #DOgood.

Doing Good Responsibly

The COVID-19 pandemic has resulted in many community groups experiencing even greater challenges. It reminds us that while we are creating an impact, more needs to be done to ensure no one is forgotten. Throughout the year, we’ve been carrying out virtual engagement sessions with seniors from our community partners and other vulnerable groups to reduce social isolation.

To address the longer-term impact of COVID-19 on society, organisations and businesses, we’ve further supported and developed programmes that will support the community. In addition, through our SME Skills Accelerator Programme, we’re helping traditional and small business owners and their staff to upskill, so they can compete in a digital-first landscape.

We want to build an inclusive society where no one is left behind. #DOgood has helped us connect with and support our communities through our employees, agency force and partners. To learn more about our programmes, click here.

Published on 22 December 2020

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The #DOgood Culture - What We DO for Our Community

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