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CNNI to shine a light on Asians helping those in need

CNN International has unveiled a new programming initiative which will feature people in Asia who are making a difference for their community and those in need.

CNNI said ‘Above and Beyond’ is a new initiative profiling everyday people who have amazing stories to tell in Asia.

The four-month project sees people who are making a difference in Asia profiled in vignettes on CNN television and across its digital platform. In addition, TIME will also run a series around ‘Above and Beyond’ in its magazine and online from 20 September.

Some of those to be highlighted on CNN include: Pushpa Basnet, who created a centre in Nepal for children of incarcerated parents; Budi Soehardi, who set up an orphanage in Timor to provide food, shelter and education to children;  Dr William Yu who teaches families in Hong Kong how to reduce their energy consumption and save money.

William Hsu, Vice President of News Advertising Sales for CNN Asia Pacific said: “Above and Beyond is an exciting new multi-platform initiative that shines a light on the often unsung work of some remarkable individuals across our region. We are proud to work alongside Prudential on this new partnership which will resonate with our upscale and influential consumers around the world.”

‘Above and Beyond’ runs on CNNI from 9 September 2013 to 26 January 2014.