Tracy learns the three S-words for what to do with her money the 10-year-old knows how to save it, spend it and share it.

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2 Judy s eight-year-old eyes fly open when she discovers she s among the world s top 2 percent richest people. Tracy learns the three S-words for what to do with her money the 10-year-old knows how to save it, spend it and share it. Benson, a 16-year-old student, is impressed because he met a real CPA. He wants to know how he can become one, too. These are scenes from the storytelling sessions and road shows presented by the Hong Kong Institute of CPAs accountant ambassadors at primary and secondary schools throughout the territory. Teachers and students are fans of the programme, saying it s a great way to introduce students to the basics of money management a core skill of CPAs. The accountant ambassadors involved in the programme have a wonderful time, saying it s fun and meaningful at the same time.

3 Rich Kid, Poor Kid project won Corporate Social Responsibility Campaign of the Year and received a certificate of excellence for Nonprofit Campaign of the Year at the Asia Pacific PR Awards.

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5 CPA stars To show the varied and imaginative way children think about money, the Institute produced a documentary asking children where it comes from, who is rich, how much they need and what they can afford. Most of these answers show their vivid imaginations and their need for facts. The documentary was a hit in an international competition for excellence in video communications: It won Best of Show the top award from a field of more than 100 corporate videos from around the world. On top of that, it won the gold award for non-profit organization and the grand award for best of documentary. The judges praised its excellent energy and pace, and its strong, clear message. You can see it yourself on our website at The Rich Kid, Poor Kid programme won the Asia Pacific PR Awards Corporate Social Responsibility Campaign of the Year this regional award recognizes Rich Kid, Poor Kid as the best campaign in the competition for creating sustainable benefits to society. Central to every element of the Rich Kid, Poor Kid programme are the starring appearances at primary and secondary schools of our CPA accountant ambassadors.

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7 Road shows According to a research done by the Institute, Hong Kong teens needed some guidance in managing money. That s why the Institute created a road show for secondary school students using a video and instant polling to get teenagers thinking about their money habits and choices. The road show lasts about two hours and a team of two CPA presenters is supported by a colleague from the Institute who knows the programme well. The road shows are in great demand; the Institute s not-for-profit status and the professionalism of our CPA presenters are strong draws; schools are eager to invite our ambassadors and many teenagers are awed by the opportunity to meet a CPA.

8 May Moon Rescues the World Economy The May Moon Money-Wise Box Set (English and Chinese versions) May Moon s Book of Choices

9 The May Moon books Starting in 2006, the Institute began a series of books for children. The first set, called The May Moon Money-Wise Box Set, included a storybook for children aged eight to 12 and a book of tips for parents. May Moon and the Secrets of the CPAs is a fairy tale about 12-year-old May Moon and her adventures with her talking book, which tells her the money secrets of CPAs. Through her trials and tribulations, May finds out that earning money is important, but getting a lot of it is not the secret of happiness. How to Raise a Money-Wise Child is a Hong Kong-centric guide for adults covering such topics as how to handle a child s cell phone and Octopus bills, how much allowance is enough or too much, the role of a helper in teaching a child about money, what to do with a child s lai see, and more.

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11 May Moon Rescues the World Economy is the Institute s second storybook, written to help children understand broad economic concepts and the causes of the financial crisis that plunged the world into a recession. In the book, May Moon tackles the financial crisis head on. She works with other children and certified public accountants to find solutions to economic problems to find a way to rescue the world economy using the wisdom only children have and adults can learn again. May Moon s Book of Choices, the third storybook in a series, helps children learn about ethics, making choices and money morals. May Moon, the little girl heroine from the previous two books, embarks on an ethical journey and learns a lot about how right choices are made, and trust and repect gained, when it comes to money matters. She gets help from certified public accountants to figure out how to save the town where she lives and everyone is depressed because they have no jobs. The May Moon books won the gold award for custom publications in an international competition for communications excellence. All the books are available for sale through mail order or at the Institute.

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13 Storytelling May Moon and the Secrets of the CPAs captivates primary school students in the storytelling sessions. The accountant ambassadors use May Moon s character and tips from the book ( How to Become One of the Richest People in the World in Less than Five Minutes, The Three Most Important S-words in the World, Two Pieces of Actual Magic ) to enthral their young audience. The storytelling session includes a May Moon cartoon video in either English or Cantonese and is perfectly pitched to Hong Kong s youngest students.

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15 Parent research The Institute decided to ask parents about how their children learn about money, using the findings as reference in designing and planning its financial education programme. Most parents told us they are in charge of teaching their children about money but they are not very confident they are doing a good job. They worry their children are growing up without the money skills they need and the majority of parents say they need help teaching their children. The Rich Kid, Poor Kid programme fulfills a very real need for Hong Kong families and it shows why our members are indeed Hong Kong s success ingredients.

16 Hong Kong Institute of Certified Public Accountants 37th Floor, Wu Chung House 213 Queen s Road East, Wanchai, Hong Kong Tel: (852) Fax: (852) hkicpa@hkicpa.org.hk Website: 915_