For more than 26 years, Prudential Vietnam has stood out not only as one of the country’s leading life insurers but also as a socially responsible corporate citizen deeply committed to the communities it serves. The company’s corporate social responsibility (CSR) initiatives go far beyond short-term charity. They represent a long-term strategic vision: to create scalable, sustainable, and inclusive programs that empower people and address critical social and environmental challenges.
Strategic and sustainable CSR for lasting impact
Prudential Vietnam’s CSR model rests on three guiding pillars: strategic, sustainable, and engaging. Strategic ensures that every initiative addresses pressing social issues with measurable outcomes, while Sustainable focuses on long-term empowerment—helping communities maintain and expand programs independently; and Engaging emphasizes multi-stakeholder collaboration, fostering shared ownership among government bodies, schools, local organizations, and families.
With this holistic approach, Prudential has concentrated on two main areas that align closely with its expertise: financial education and climate and health resilience. Together, these programs aim to improve people’s quality of life and build resilient communities that can thrive in an uncertain future.
Financial literacy: building the foundation for a sustainable future
One of Prudential Vietnam’s most remarkable contributions to social development is its Cha-Ching financial literacy program, developed by the Prudence Foundation in collaboration with Cartoon Network Asia and educational experts. Designed for children aged 7 to 12, the program teaches essential money management skills through four core concepts: Earn, Save, Spend, and Donate.
Since its pilot in 2018, Cha-Ching has become a nationwide success. In 2019, it was officially endorsed by the Ministry of Education and Training as part of Vietnam’s primary school curriculum. Over six years, it has reached 490 schools across 10 provinces and cities, benefiting 170,000 students and 5,000 teachers.
Beyond children, the program engages parents and educators through workshops and seminars, promoting a community-wide approach to financial literacy. Teachers receive hands-on training to make financial education more interactive, while parents learn how to reinforce these lessons at home.
A unique highlight of Cha-Ching in Vietnam is its volunteer teaching model. Prudential employees are trained as certified instructors and volunteer their time to deliver financial lessons, especially in underprivileged areas. Since 2022, these volunteers have contributed over 380 teaching hours, with more than 1,600 students outside the formal education system benefiting.
Looking ahead, 2025 marks another milestone in Prudential Vietnam’s financial education journey. The company is partnering again with the Prudence Foundation to roll out a new financial literacy program for adults, completing a comprehensive education cycle that equips Vietnamese people—from children to young professionals—with essential financial skills for a secure future.
Strengthening health and climate resilience
While financial literacy builds knowledge for long-term stability, Prudential’s health and climate resilience programs address more immediate risks. Vietnam ranks among the world’s most vulnerable countries to climate change, with millions exposed to floods, storms, and public health challenges.
Recognizing this, Prudential launched the Climate and Health Resilience Funding (PruCHRF) initiative in Quang Nam Province—a region frequently hit by environmental hazards. In its first year, the program created a holistic “health ecosystem” across 50 schools, reaching more than 15,000 students, 1,000 teachers, and hundreds of parents. Through storytelling, animated videos, and practical training, children learned to identify climate-related health risks and adopt healthy habits. Teachers were trained in first aid and nutrition, while parents joined sessions on disease prevention and home care. Free community health check-ups further enhanced the program’s reach.
Importantly, PruCHRF encourages innovation among students by organizing competitions for creative health solutions. By transforming children into active change-makers, Prudential fosters a culture of resilience that can extend well beyond the program’s duration.
In parallel, the company continues to run the “Trao Gửi Yêu Thương” (Sending Love) initiative, which provides both immediate disaster relief and long-term recovery support. Since 2021, the program has distributed over 14,000 relief packages to families affected by floods and storms across 28 provinces.
In 2024, Prudential also launched a project in Ca Mau to address drought and saltwater intrusion—two of the Mekong Delta’s most pressing issues. By installing water tanks and promoting hygiene education, the project not only eased short-term hardship but also equipped local households to adapt to ongoing environmental changes.
Empowering employees and promoting road safety
At the heart of Prudential Vietnam’s CSR is its people. Through the PRU Volunteer program, employees and agents dedicate thousands of hours each year to community service. In 2024 alone, Prudential staff contributed nearly 5,000 volunteer hours to activities such as road safety education and support for disadvantaged children. This not only deepens employee engagement but also reinforces the company’s culture of empathy, teamwork, and civic responsibility.
One standout initiative is the Safe Steps Kids Road Safety (SSKRS) project—part of the regional “Safe Steps Kids” campaign implemented with the National Traffic Safety Committee, the Ministry of Education and Training, and the Asia Injury Prevention Foundation. Targeting one of Vietnam’s most critical safety issues, SSKRS delivers comprehensive interventions including road safety education, school-zone risk assessments, and infrastructure improvements.
For over five years, the program has reached 15,000 students and 800 teachers at 23 schools across six provinces. Fifteen school gates have been upgraded to meet safety standards—five funded by local governments, demonstrating the project’s strong sustainability. Meanwhile, nationwide communication campaigns have amplified its impact, raising awareness among millions about safe travel for children.
Sustainability at the core of business
Prudential Vietnam’s consistent efforts in sustainability have earned it significant recognition. 2024 marked the eighth consecutive year the company had been named among the CSI 100—Vietnam’s top 100 enterprises for sustainable business practices and community impact.
This recognition affirms Prudential’s unwavering commitment to integrating sustainability into every aspect of its operations. By focusing on financial education, health resilience, disaster response, and employee engagement, Prudential Vietnam demonstrates how a business can drive both economic and social progress—proving that when strategy meets empathy, the result is meaningful and lasting community transformation.
