Prudence Foundation Launches SAFE STEPS First Aid Across Asia

HONG KONG, CHINA--(Marketwired - Sep 8, 2017) - Prudence Foundation, the regional community investment arm of Prudential Corporation Asia (HKSE: 2378) (LSE: PRU), 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.

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.¹ Moreover, while homes are often perceived as safe places, this is where 80 percent of accidents occur.² 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.