HONG KONG, CHINA - - 9 September 2017 - Prudence Foundation, the regional community
investment arm of Prudential Corporation Asia (HKSE: 2378), together with
International Federation of Red Cross and Red Crescent Societies (IFRC) and
National Geographic (NatGeo), today announced the launch of its SAFE STEPS
First Aid programme. This is a first of its kind, pan-Asia programme to promote
awareness and increase knowledge of first aid skills across the region.
SSFA Ambassador Dr Maria Guevara, Burns
SSFA Ambassador Marshello Aryafara, CPR
SSFA Ambassador Wee Chee Ong, Severe Bleeding
Building on the success of its previous two SAFE STEPS programmes, which
focus on natural disasters and road safety, SAFE STEPS First Aid aims to provide
essential first aid information to millions of people throughout Asia.
Today's launch also coincides with the IFRC's World First Aid Day, a
globally recognised day with the aim of promoting and advocating knowledge of
first aid to build people's capacity to respond appropriately to emergencies when
needed.
Almost 16,000 people die from injuries around the world every single
day. Thousands more survive but many with permanent debilitating after effects. Moreover,
while homes are often perceived as safe places, this is where 80 percent of
accidents occur.
Through SAFE STEPS First Aid, Prudence Foundation and its partners hope to
address this issue by educating people on easy-to-understand first aid concepts,
enabling them to be prepared to save a life.
At its core, SAFE STEPS First Aid comprises a series of six one-minute
public service announcement videos, each focused on building knowledge of a
core first aid topic -- broken bones, burns, choking, CPR, severe bleeding and
stroke -- providing critical guidance on what to do in a medical emergency. Each
announcement features one of three SAFE STEPS First Aid ambassadors, with whom
Prudence Foundation has chosen to partner for their dedication to saving people
in their everyday life. They are
doctor and humanitarian, Dr Maria Guevara, Bali-based lifeguard, Marshello
Aryafara, and a paramedic from Singapore, Wee Chee Ong.
"Prudence Foundation, as part of
Prudential, aims to help families and communities be more safe, secure and resilient,"
said Donald Kanak, Chairman of Prudence Foundation. "We are pleased to launch SAFE
STEPS First Aid to promote critical life-saving information and basic first aid
skills to as many people as possible. Building on our successful partnership
with the IFRC and NatGeo, we believe the new programme will help people be better
prepared to respond to a life-threatening situation, as every second or minute
can make the difference between life and death," he added.
"We are delighted to see
businesses and communities come
together to promote safety and first aid knowledge, which is critical for families
and communities throughout the region," said Mr Xavier Castellanos, Regional
Director, IFRC Asia Pacific. "The launch of SAFE STEPS First Aid complements
the IFRC's efforts to equip people with easy-to-follow first aid skills which
will no doubt help save lives," he added.
The public service announcements will be broadcast on National Geographic
Channel and FOX network channels. It will start airing today on 17 channels across
the FOX Networks Group Asia portfolio, reaching viewers in over 80 million
households across the region. The video content will also be made available in
nine local languages -- Bahasa Indonesia, Bahasa Malaysia, Burmese, Cantonese,
Filipino, Khmer, Mandarin, Thai and Vietnamese. In addition, infographics and other
informative materials will be rolled out through partnerships with schools, universities,
government and non-government organisations and private sector companies
throughout the region. All SAFE STEPS First Aid information and collateral can
be found on SAFE STEPS' website - .
Prudence Foundation invests to support the development of more resilient
communities throughout the region. SAFE STEPS First Aid is the Foundation's
third SAFE STEPS programme, all of which follow a format of public service
announcements aired on regional and local broadcasters supplemented by digital
and print collaterals.
SAFE STEPS Natural Disasters was launched in May 2014 with Manny
Pacquiao, world champion boxer, providing essential tips on what to do in the
event of natural disasters such as typhoons, floods, earthquakes and fires as
well as how to prepare an emergency kit. Launched in February 2016, SAFE STEPS
Road Safety features Michelle Yeoh, acclaimed producer, actress and principal
partner of the Fédération Internationale de l'Automobile. Michelle offers
guidance on six key road safety concepts, including pedestrians, drink driving,
distracted driving and motorcycles. Through SAFE STEPS, the Foundation
recognised that knowledge of first aid has become more essential than ever and
set out to develop a new programme to promote first aid awareness on a mass
level in the region.
NOTE TO
EDITORS
Watch these videos to hear from our three SAFE STEPS First Aid
Ambassadors themselves on their passion and commitment to save lives:
About Prudence Foundation
Prudence Foundation is the community investment arm of Prudential in
Asia and is a registered charitable entity in Hong Kong. Its mission is to make
a lasting contribution to Asian societies through sustainable programmes
focused on three key areas: Children, Education and Disaster Preparedness and
Recovery. The Foundation runs regional
flagship programmes as well as local programmes working in partnership with
NGOs and governments in order to maximise the impact of its efforts. The
Foundation embodies the long-term and heartfelt commitment of Prudential and
its people in Asia to provide innovative, focused, and practical support to
their communities.
About IFRC
The International Federation of Red Cross (IFRC) is the world's largest
humanitarian network, comprising 190 member National Societies that work to
save lives and promote dignity around the world.
About MRCS
The Malaysian Red Crescent Society (MRCS) is a voluntary humanitarian
organisation that seeks to promote humanitarian values as well as provide
service and public education in disaster management, and health and care in the
community. As part of the International Red Cross and Red Crescent Movement, it
is headquartered in Kuala Lumpur, with 16 State branches, 150 Districts and
more than 300,000 members nationwide. MRCS also has a very active presence
among youths, through a well-organised network of youth and adult volunteer
units in schools and institutions of higher learning.
About National Geographic
National Geographic gets you closer to the stories that matter. Through
the world's best scientists, photographers, journalists, and filmmakers,
National Geographic captivates and entertains a global community through
television channels, magazines, children's media, travel expeditions, books,
maps, consumer products, location-based entertainment and experiences,
and some of the most engaging digital and social media platforms in the world.
A joint venture with 21st Century Fox, National Geographic reinvests 27% of
proceeds to help fund the conservation and education efforts of the National
Geographic Society.
IFRC