local communities

We have a long history of supporting the community, from our earliest days of Victorian philanthropy. All our businesses implement community investment programmes and we encourage our operations to establish long-term partnerships focused on education (particularly financial education) and social welfare.

Our approach to community investment is to support charitable organisations, and appropriate NGOs, not only through funding, but also through the expertise of our employees. In 2010, our community investment spend was £7.5 million, of which £5.7 million was direct charitable donations, with the remainder being in-kind contributions.

Employee volunteering / Chairman’s Challenge

In 2010, almost 25 per cent of our employees volunteered in their community with many participating in our global flagship programme, the Chairman’s Challenge.

All of the projects included in the Chairman’s Challenge receive a financial donation from the Group for each employee who signs up as a volunteer. Five shortlisted projects receive additional funding. Each year, employees across the Group are invited to vote for the shortlisted project they believe has made the greatest impact.

In 2010, employees from our Hong Kong office won the Chairman’s Challenge for the Goal for Youth programme, in partnership with Junior Achievement. More than 188 employees volunteered for the project, teaching financial skills to young people. More than 1,800 secondary students benefited.

In second place were employees from our business in Indonesia for the commitment of more than 120 staff who gave up four weekends to run educational projects – in partnership with Prestasi Junior Indonesia – for children in safe houses in Jakarta.

In third place were employees from our business in the US for their work in partnership with Junior Achievement – 163 employees dedicated 463 hours teaching young people financial skills in 105 classrooms, benefiting 2,500 students.

Special Merit Awards went to:

Prudential Thailand employees – in partnership with Plan International – who took part in a financial skills project involving 316 employees working in seven schools reaching 1,500 students.

Employees in Prudential UK – in partnership with Age UK – who dedicated 660 hours helping 370 isolated older people re-engage with the community through the Call in Time programme.

Financial education

As a provider of financial services we believe that encouraging and supporting financial literacy helps to underpin overall economic development.

In addition to the financial education projects included in the Chairman’s Challenge, we support a number of other initiatives that aim to improve financial knowledge. These include skills training for adults and children. For example, in Asia we run financial training seminars for women who, while often responsible for their families’ financial planning, have traditionally had limited financial education. In the UK, we partner with organisations such as Citizens Advice, the Personal Finance Education Group (pfeg), and the Specialist Schools and Academies Trust.

Disaster relief

The Group maintains a fund which is activated to support relief efforts in the event of disaster in the countries where we operate.

Our commitment to disaster relief often goes beyond financial aid, providing on-the-ground support to address the most critical needs. Following the earthquake that struck Western Sumatra in Indonesia, near the city of Padang, at the end of 2009, we contributed approximately £1 million, and many of our employees worked as volunteers. Funding was used to support initial emergency relief efforts and subsequent reconstruction work, leading to the completion of 220 new houses, a children’s library and a play centre in 2010.

Save the Children became a new charity partner through the Group’s support for its Children’s Emergency Fund.


  • We support our communities through charitable donations, in-kind contributions, sponsorship and volunteering
  • We work with charity partners to deliver projects and programmes with an emphasis on education (particularly financial capability) and social welfare (particularly projects that support the most vulnerable)
  • We focus our efforts on long-term, sustainable projects that have measurable benefits


was invested in our
communities in 2010