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Prudence Foundation and National Geographic Channel Launch “Safe Steps” Disaster Preparedness and Awareness Programme in Asia



Hong Kong, 22 May 2014 – Prudence Foundation, the regional charitable arm of Prudential Corporation Asia, announced today it has teamed up with international boxing champion and humanitarian Mr. Manny Pacquiao, together with National Geographic Channel, part of the FOX International Channels (FIC) network, to launch SAFE STEPS. The first-of-its-kind pan-Asian public service initiative, SAFE STEPS seeks to enhance disaster preparedness and awareness in the region through the dissemination of educational survival tips in response to natural disasters.

Asia Pacific is the region that is most prone to and affected by natural disasters worldwide. In the past four decades, 75 percent of the world’s natural disasters took place in Asia Pacific, resulting in a loss of up to two million lives.1

SAFE STEPS is a long-term disaster preparedness educational programme with multiple platforms covering on-air videos, an informative website and educational collateral that can be shared through community-based activities. Core to the programme is a series of 60-second educational videos produced by FIC and National Geographic Channel, featuring SAFE STEPS Ambassador Mr. Pacquiao who advises on key survival steps that individuals and households should take when disasters strike.

Mr. Barry Stowe, Chairman of Prudence Foundation and Chief Executive of Prudential Corporation Asia, said, “Disaster preparedness and recovery is a key pillar of Prudence Foundation. We are delighted to launch SAFE STEPS which marks a valuable step forward in building resilient communities. It has been a key priority of governments in Asia to improve the readiness of communities to respond to disasters and reduce disaster risks. As a leading life insurer that focuses on helping people manage uncertainty, we believe SAFE STEPS will help reinforce these efforts and address this critical need. Being prepared is the first and most important step in handling and surviving a disaster. It is extremely important for people to be equipped with the knowledge of how to protect themselves when a disaster strikes.”

Commenting on his role as the SAFE STEPS Ambassador, Mr. Pacquiao said, “I am happy to partner with Prudence Foundation and National Geographic Channel on SAFE STEPS, and honoured to be its ambassador. As soon as the programme was presented to me, I wanted to do it, no question. Having personally witnessed the devastation by typhoon Yolanda in Tacloban last November, I strongly believe this is an important campaign that can help save lives, not just in the Philippines but the whole of Asia. With these tips, we all can be survivors!”

Mr. Marc Fancy, Executive Director of Prudence Foundation, said, “Manny is the natural choice to be the SAFE STEPS Ambassador. He is a survivor; he understands the impact of natural disasters first hand coming from the Philippines. He is also an icon and a humanitarian. As soon as Manny learned of the programme and his role, he agreed to do it in a heartbeat. We are very grateful to him for donating his time to such a worthy cause, and for his and National Geographic Channel’s support on this initiative.”

SAFE STEPS will initially focus on the survival steps of the most common disaster situations in Asia namely typhoons, earthquakes, floods and fire, as well as tips on how to prepare for a life-saving emergency kit. The videos on Typhoon and Earthquake will start airing on Friday 23 May 2014 across Asia on 13 channels on the FIC network, namely National Geographic Channel, Nat Geo Wild, Nat Geo People, FOX, FOX Crime, FOX Movies Premium, FOX Sports, FX, Star Movies, Star Chinese Movies, Star Sports, Star World and Channel V reaching viewers from over 24 million households in Asia. The video content will also be available in eight local languages – Cantonese, Mandarin, Bahasa Indonesia, Bahasa Malaysia, Tagalog, Thai, Vietnamese and Khmer.

Mr. Joon Lee, Executive Vice President of Content & Communication at FOX International Channels Asia, said, “SAFE STEPS is a worthy and admirable programme that we are proud to be backing with the full weight of the National Geographic Channel as well as the FIC network. The National Geographic Channel is well known for its mission to inspire viewers to care about our world through smart, entertaining and educational content. With National Geographic Channel’s brand cachet and high commitment to education, paired with FIC’s reach as Asia’s largest broadcast network, we look forward to doing our part in bringing awareness of disaster preparedness to millions of people across the region.”

In the Philippines, a major television network will have the rights to air the SAFE STEPS public service announcements (PSAs). The government, through the Office of Civil Defense and National Disaster Risk Reduction and Management Council (NDRRMC), will also adopt the SAFE STEPS programme, while the Movie and Television Review and Classification Board (MTRCB) has endorsed the showing of the PSAs in cinemas nationwide.

The educational videos are also featured on the SAFE STEPS website, Visitors to the website can access expanded versions of the survival tips, as well as educational collateral such as infographic hand-out cards and posters that can be downloaded for easy recall of the messages. Through this combination of television, website and educational materials, SAFE STEPS aims to communicate important life-saving information to as many people in Asia as possible.

All survival tips advised on the SAFE STEPS videos and website have been approved by the International Federation of Red Cross and Red Crescent Societies.

In addition to the on-air videos, the Prudence Foundation is partnering with non-governmental organisation partners to distribute the SAFE STEPS collateral via existing Disaster Risk Reduction programmes across the region. Disaster preparedness and recovery is one of the key focus areas of Prudence Foundation, along with children and education. Ongoing disaster-preparedness initiatives of the Foundation include the Safe Schools programme, which aims to improve disaster preparedness in schools across the Philippines, Indonesia, Thailand and Vietnam, in partnership with Save the Children and Plan International.

SAFE STEPS is a testament to Prudential‘s long-term commitment to the safety and prosperity of the communities in which we operate. We hope this programme will serve as a catalyst to strengthen the collaborative efforts between the private sector, governments, communities and humanitarian organisations in the areas of disaster preparedness, relief and recovery in the region,” Mr. Stowe concluded.


For media enquiries, please contact:

Susanna Hui
Prudential Corporation Asia
Tel: 852 2918 5485

Victoria Ho
Ogilvy Public Relations
Tel: 852 2884 8445


About the Prudence Foundation

Prudence Foundation is the charitable arm of Prudential in Asia and was established in 2011. The Foundation brings Prudential's regional community activities to a new level of strategic alignment and focus, to maximise the impact of its efforts across Asia.

Its mission is to make a lasting contribution to Asian societies through sustainable initiatives focused on the three key pillars: Children, Education and Disaster Preparedness & Recovery. Under each pillar, the Foundation has regional flagship programmes as well as market specific programmes, working closely in partnership with local and international NGOs. The Foundation embodies the long-term and heartfelt commitment of Prudential's people in Asia to provide innovative, focused, and practical support to their local communities.

For more information:


About National Geographic Channels International

National Geographic Channels International (NGCI) inspires viewers through its smart, innovative programming that questions what we know, how we view the world and what drives us forward. A business enterprise owned by National Geographic Ventures and FOX Entertainment Group, NGCI contributes to the National Geographic Society's commitment to exploration, conservation and education through its six channels: National Geographic Channel, National Geographic Channel HD, Nat Geo Wild, Nat Geo Wild HD, Nat Geo People and Nat Geo Mundo.

Globally, National Geographic Channel (including NGC U.S., which is a joint venture of NGV and Fox Cable Networks Group) is available in more than 440 million homes in 171 countries and 45 languages. In Asia, the National Geographic suite of channels is operated and distributed by FOX International Channels.

For more information, please visit


About FOX International Channels

FOX International Channels (FIC) is 21st Century FOX’s international multi-media business. We develop, produce and distribute 300+ wholly- and majority-owned entertainment, factual, sports, movie and lifestyle channels across Latin America, Europe, Asia and Africa, in 45 languages. These networks and their related mobile, non-linear and high-definition extensions, reach over 1.6 billion cumulative households worldwide.

In Asia, FIC operates or distributes 30+ channel brands, including the FOX, STAR and National Geographic brands, with over 100 feeds across 14 markets. As the leading pay-TV network in the region, we reach more than 550 million cumulative subscribers across Asia Pacific and the Middle East with offices in Hong Kong, China, Taiwan, Japan, Korea, Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, India, Australia and the UAE.

For more information, please visit


About Manny Pacquiao

Hon. Emmanuel 'Manny' Pacquiao is an internationally recognised Filipino boxer. The first and only eight-division world champion, he was hailed multiple times as the Fighter of the Decade by various organisations, including the Boxing Writers Association of America. A Representative of the Lone District of Sarangani in the 16th Congress of the Philippines, Pacquiao is the founder of the Pacquiao Partnership for the Poor Inc., which provides health, education and livelihood assistance to marginalised communities and individuals. Also the Habitat Hero Ambassador for Habitat for Humanity, that supports poverty alleviation through building homes and communities, he is a staunch advocate of the movement against human trafficking. He is currently a member of various committees in the House of Representatives, including the Committee on Public Order and Safety, Committee on Youth and Sports and the Committee on Overseas Workers Affairs where he is the Senior Vice Chairperson.


About International Federation of Red Cross and Red Crescent Societies

The International Federation of Red Cross and Red Crescent Societies (IFRC) is the world's largest humanitarian network that reaches 150 million people in 189 National Societies through the work of over 17 million volunteers. Together, it acts before, during and after disasters and health emergencies to meet the needs and improve the lives of vulnerable people. It does so without discrimination as to nationality, race, religious beliefs, class or political opinions. By improving humanitarian standards, working as partners in development, responding to disasters, supporting healthier and safer communities, IFRC helps reduce vulnerabilities, strengthen resilience and foster a culture of peace around the world.

For more information:


About Prudential Corporation Asia

Prudential Corporation Asia is a business unit of Prudential plc*, comprising its life insurance operations, and asset management business, Eastspring Investments. Prudential is a leading life insurer that spans 13 markets in Asia, covering Cambodia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. A leading life insurer in terms of market coverage with more market leading positions than any other insurer in the region, Prudential has more than 400,000 agents and employees across the region serving over 12 million life insurance customers.

Eastspring Investments is one of Asia's largest asset managers with operations in 11 markets and £60 billion in assets under management (at 31 December 2013).

*Prudential plc is listed on the stock exchanges of London (PRU.L), Hong Kong (2378.HK), Singapore (K6S.SG) and New York (PUK.N). Prudential plc is not affiliated or related in any manner with Prudential Financial, Inc., a company whose principal place of business is in the United States of America.

For more information:


1 UNESCAP and UNISDR, United Nations Economic and Social Commission for Asia and the Pacific, United Nations Office for Disaster Risk Reduction, 2012: Reducing Vulnerability and Exposure to Disasters, The Asia-Pacific Disaster Report 2012