BUSINESS ETHICS AND SOCIAL

RESPONSIBILITY

CORPORATE
SOCIAL
INITIATIVES
Michael Angelo G. Gatchalian
12 – Accountancy, Business and Management
 SM

 SM Mall is a shopping mall chain in the Philippines and China. It is owned and
developed by SM Prime Holdings, the largest mall chain owner and developer in the
Philippines. The chain has over 50 malls in the Philippines and 6 in China. SM Mall of
Asia is the largest shopping mall in the Philippines, with a land area of 67 hectares and a
gross floor area of approximately 489,891 meters squared. SM Supermalls is designed to
give customers a unique experience.
 SM Foundation, Inc. is the corporate social responsibility arm of the SM Group of
Companies.
 Through SM Foundation, the SM Group of Companies has been able to help the less
fortunate in the communities it serves by supporting their needs in education through
college and technical-vocational scholarship programs and donation of public school
buildings; HEALTH through medical missions and construction of wellness and health
 centers; community development through various livelihood trainings, greening projects,
spiritual development and immediate disaster response/initiatives; and, care for the
environment and for persons with special needs like those with disabilities, children,
nursing mothers, the elderly, and the overseas Filipino workers, among others.

1. CORPORATE PHILANTHROPY

 SM Cares charity project Bears of Joy gives happiness to children and chosen
charities.
The Bears of Joy is a charity project of SM
Cares and SM Supermalls that enjoins mall
shoppers to share the simple joy of gift-giving
to children.
In many places in the Philippines, one will see
underprivileged families in need of help for
various aspects of their lives. Needless to say,
most children from these families have to help
make ends meet, hence they often prioritize the most basic necessities or utilities
over toys or other experiences.
Having witnessed the dire situation many families are facing, Lucena Ulep
Calamayan, known to many as Luz, made it
her lifetime advocacy to help alleviate the
plight of those who are in most need of help.
A community-based program volunteer
coordinator of a non-profit organization, Luz
began her volunteer work back in 1998 when
she was still a government employee.
Luz takes the lead in many projects
including livelihood programs, outreach programs, medical and dental missions,
book donations, and feeding programs. One of the many remarkable projects she has
been working on is the SM Bears of Joy, a campaign made in collaboration with SM
Cares, the corporate social responsibility arm of SM Supermalls.
The Bears of Joy is a charity project of SM
Cares and SM Supermalls that enjoins mall
shoppers to share the simple joy of gift-giving
to children: With every purchase of the Bears
of Joy, another bear is given to the
beneficiaries of the project. Luz says the
project may seem simple and minimal but, she
emphasizes, one should not underestimate the
value of a soft, cuddly and comforting plush toy to a child. The experience of
holding their first toy is, most often than not, a truly unforgettable moment for a
child.
With these toys reaching far and wide—from urban poor communities to far flung
areas—Luz shares some of her most unforgettable stories relating to the project.
She recalls a big fire that burned down a compound in Sto. Nino, Paranaque in early
2018. During the fire, one child was crying and wanted to go back to their burning
shanty because she left her teddy bear there. “We had to calm the child down
because their place has been razed to the ground. Luckily, may extra kaming bear
so nabigyan namin siya.”
The SM Bears of Joy has also brought tears of joy to many children who have never
owned a stuffed toy before. “Nangyari ito sa Kisolon, Bukidnon, remote area yun.
Nung nabigyan na lahat ng bata, may narinig yung volunteer na nag-iiyakan. Akala
niya nag-aaway yung mga bata so tinanong niya kung bakit sila umiiyak. Ang sagot
nung isang bata, umiiyak daw sila sa sobrang ligaya.”
Luz’s distribution efforts and the SM Bears of Joy are especially known to kids in
Metro Manila including numerous communities in Tondo, Manila and Payatas,
Quezon City. She has participated in several donation activities led by the volunteer
employees of SM.
Based on her many years of experience giving bears to children all around the
Philippines, Luz shares, that for a kid who has not owned a toy his whole life, the
 bears are more than a prized possession. The very also believes that children
treasure that very moment they receive the stuffed toy and that it will inspire them to
work hard and give back in the future.
For Luz, genuine service knows no end. With a heart that never gets tired of helping,
she sees herself continuing her charitable works for as long as her physical strength
permits. She encourages everyone, especially the youth, to start lending a helping
hand.
“Any act of kindness, small or big will be much appreciated by the recipient. Simply
giving food to the homeless is already like doing outreach. Start by sharing your
blessings sa mga beggars or destitute families in the form of food, or clothing,” said
Luz.
The SM Bears of Joy is an annual Christmas charity project of SM Supermalls, Toy
Kingdom and SM Cares. A pair of toy bears are sold for P200.00, where one is kept
by the mall shopper, and the other bear is donated for charity to orphans or
underprivileged children from indigent communities all over the Philippines. Visit
any SM Supermalls or Toy Kingdom branch to get your SM Bears of Joy and help
make a child happy this Christmas.
 SM Foundation: Continuing a culture of giving.
The corona virus (COVID-19) pandemic has
not deterred SM Foundation's initiatives and
efforts to aid underserved communities.
SM Group's social arm continues to address
their needs via their programs focused on
health and well-being, education, training, and
small enterprise support. The foundation
continues to look for new avenues and means
to support these communities as well as
various groups to collaborate with to fulfill
this goal.
These trying times are filled with
opportunities for the SM Foundation to serve.
 SM Foundation was one of the first groups to procure, donate, and distribute
roughly P270 million worth of personal protective equipment (PPEs), testing kits,
and intensive care unit-grade ventilators to over 100 hospitals and medical
institutions throughout the Philippines.
In an effort to support our medical frontliners during the pandemic, the Foundation
partnered with Goldilocks to distribute 22,700 snacks and pastries to 80 hospitals
and medical institutions in 13 Metro Manila cities. Further support was provided via
SM Foundation's continuing partnership with the clothing brand Uniqlo Philippines
by distributing comfort fit undershirts and PPEs to frontliners, relief packs in
grassroots communities, and test kits to UP-NIH.
Through its SM Engineering Design and Development team, SM Foundation set up
seven quarantine facilities at the AFP Medical Center (V. Luna General Hospital)
and Camp Crame (Quezon City), and Villamor Air Base (Pasay City).
SM Foundation believes it is our responsibility to help our countrymen and to
encourage a culture of giving. As a member of the community, we need to extend
help and support to the people who care for us.
 SM Prime donates Php 2.5M to charity.
Christmas being a time for giving, the
management and employees of SM Prime
Holdings, Inc. (SMPHI) took the spirit of the
season to heart by donating their Php 2.5M
Christmas party fund to charities serving the
underprivileged.
SMDC President Jose Mari Banzon (left), SM
Supermalls Presiden t Steven Tan (right) hand
over a Php 500,000 check donation to ABS-CBN Foundation top executives Berta
Lopez-Feliciano (second from right) and Susan Afan (second from left) to support
ABS-CBN Foundation in its charity programs and relief efforts.
“SM Prime comes together as one family to helpunderserved communities amid the
challenging times. We hope to bring some joy to Filipino families everywhere sothey
can have a meaningful Christmas celebration,” said SM Prime Executive Director
and President Jeffrey Lim.
GMA Kapuso Foundation EVP and COO Rikki Escudero-Catibog (right) receives a
Php 500,000 check donation from SMDC President Jose Mari Banzon (left) in
support of GMA Kapuso Foundation, Inc.to help underprivileged communities.
The donation drive is a project of SMPHI and its units and subsidiaries namely SM
Development Corporation (SMDC), SM Offices, SM Hotels and Conventions
Corporation (SMHCC) and SM Supermalls including SM Cinema, and SM Lifestyle
and Family Entertainment Company, Inc. (FECI).
SM Supermalls President Steven Tan (left) and SMDC President Jose Mari Banzon
(left) hand over a Php 500,000 check donation to Philippine Star President and CEO
Miguel Belmonte to support Operation Damayan in its holiday relief and charity
projects.
SMPH provided financial support to the social and humanitarian causes of its media
partners including Philippine Star, Philippine Daily Inquirer, Manila Bulletin, ABS-
CBN and GMA to reach more communities this holiday season apart from those
being served by SM Cares and SM Foundation.
Philippine Daily Inquirer COO Atty. Rudyard Arbolado and Inquirer Foundation
executive director
Connie Kalagayan receive Php 500,000 check donation from SM Supermalls
President Steven Tan (left) and SMDC President Jose Mari Banzon (right) to
support Inquirer Foundation in its charity projects and social initiatives.
SM Prime employees have foregone Christmas parties to stand in solidarity with
those who are in need. Instead, each employee received a Christmas package to
share and enjoy with family and loved ones.
SM Supermalls President Steven Tan (left) leads the turnover of Php 500,000 check
donation to Manila Bulletin President and Vice Chairman Dr. Emilio Yap III (left) in
support of Manila Bulletin’s Bag of Hope to help displaced workers due to the
pandemic.
SM Supermalls President Steven Tan and SMDC President Jose Mari Banzon led
the turnover of the donations.
In addition to this monetary donation, SM distributed over 50,000 food packs to
families all over the country under its Christmas Kalinga donation program.

2. COMMUNITY VOLUNTEERING

The volunteerism spirit is very high among

the diversified SM Group of Companies be
it for church-based activities,
BrigadaEskwela for school repairs, disaster
relief and response and livelihood
programs.
The volunteers do not use up company
time and must do their volunteer work
against their official leaves (sick and vacation) so as not to disrupt operations of
their respective offices.
Some, if not all, donate their own resources during visits to the poor and sick, the
elderly, the orphans, cancer-stricken children and other worthy causes. And during
volunteer work, everyone—the lowliest employee to the top manager (of up to the
vice president level) is made to wear the same T-shirt or uniform and share the
same packed meals (snacks, lunch and breakfast).
The natural result of such
togetherness during a volunteer work is
that the lowliest employee, who usually
does not get a chance to talk to the ‘big
bosses,’ establishes a rapport between
employee & their peer group or manager
and rapport is carried on even in the offices
long after the activity is over, said Juris
Umali, in charge of SM Foundation Inc. school building and repairs program and
is on top of the collaboration of SM Group’s involvement in the annual
BrigadaEskwela program of the Department of Education.
 As the new school year starts in 2023-2024, SM employees from SM Cherry
Antipolo, SM City Masinag, SM Center Angono, and SM City San Mateo embark
on another fun employee volunteerism activity with Brigada Eskwela.
Needless to say, the SM Group’s volunteers (including those mobilized by the
BDO Foundation) are also the first to respond to natural disasters and tragedies
(like fires in blighted communities) to
give relief goods and whatever else is
needed by the occasion.
For education, the volunteers interview
and personally visit the homes of
potential scholars nationwide before a
school-year begins. For the livelihood
programs, particularly the rural and urban
farming training modules, the employees help train the farmer-scholars to
understand what has taught them; till the soil with them and harvest the produce.
SM employees also donate blood for the blood banking of SM Group—which
would be given first to employees and their dependents and occasionally to those
outside the SM Group that are in dire need of blood.
 Thousands of volunteers show up for SM by the BAY Coastal Cleanup drive.
Thousands of volunteers, comprising
of students, professionals and employees,
gathered together and collected an
estimated 31,564 kilograms of non-
biodegradable waste in the recently
concluded SM by the BAY coastal
cleanup drive held at the SM by the Bay
area.
The initiative is in observance of the 34th International Coastal Cleanup day on
September 21 led by SM by the Bay and SM Mall of Asia, in collaboration with
DENR-NCR, International Coastal Cleanup Philippines, Pasay City CENRO,
Philippine Coast Guard, the local government of Pasay City, and SM Cares, the
 Corporate Social Responsibility arm of SM Prime Holdings, Inc., to raise
awareness in keeping the coastline clean for future generations.
Held at the Central Park of the bay area, inside the Mall of Asia Complex in
Pasay City, the International Coastal Cleanup (ICC) is one of the biggest events
of SM by the BAY, as support to its advocacy in environmental preservation. This
year’s coastal cleanup has been participated by online and on-site volunteers
totaling to 16,293 and is comprised of students, firemen, policemen, teachers,
athletes, and SM employees among many others.
“When we see people gathering from all walks of life, from all age groups doing
something with a common goal, it just warms the heart to see that people
actually care about the environment and they’re doing it with their loved ones as
well here at SM by the BAY,” said Perkin So, Senior Assistant Vice President of
SM Mall of Asia.
Paired volunteers were assigned to different stations wherein one served as the
collector and the other, the tabulator. Data collected was then forwarded to Ocean
Conservancy for final tabulation.
 ChriSMiles, benefit communities with special needs
The SM Supermalls have once again
organized ChriSMiles, a volunteer
activity that has become a yearly
Christmas tradition, aiming to benefit
communities with special needs.
In this season of giving, SM Supermalls
and Jollibee unite to spread joy to the kids
with leukemia at home with little
warriors, Leupapo Inc.
The organization shelters children experiencing physical degradation, fighting to
live a healthy life. SM volunteers shared a moment with the patients to celebrate
the holiday season. They extended help, bonded with the children, and learned
about their inspiring journey to beat leukemia. There were 90 children and an
approximate number of ninety parents who live in LEUPAPO today.
 The SM CDO Malls gave food baskets and grocery items to each family and the
organization, something they could share for Christmas.
The official partner of SM, Jollibee Foods Corporation, shared the joy of eating
great-tasting food with the kids of LEUPAPO. It was a meaningful day for
everyone. The founder of the organization shared that the best way to encourage
the children to fight is to bring joy into their hearts.
It has been his long-term commitment to help patients and welcome anyone who
needs help. The kids were very excited to see Jollibee perform exclusively for
them. The happiness they felt warmed the hearts of everyone, especially to see
them dance and sing for joy.
It was one of the best ways to celebrate the holidays, bringing hope to the patients
and sharing a beautiful memory they will carry on their journey.
The little warriors of the shelter painted a beautiful picture of joy through the
smiles on their faces. It was a memorable day, especially for the volunteers of the
activity. A beautiful moment SM CDO Malls would like to share and encourage
everyone to pass on the culture of kindness to make our communities even better.
(SM CDO Mall)
 SM brings joy to Bulacan orphanage kids through ‘ChriSMiles’
In the spirit of the holiday season,
SM City Marilao, SM City Baliwag, and
SM Center Puilan embrace the true
essence of sharing, as the malls stood as
one in giving gifts of cheers and love to
two children’s homes in the province.
Dubbed “ChriSMiles,” the
employee-volunteer program of SM,
through the initiative of the HR
Department, embodies the essence of the Yuletide season by encouraging staff
members to share their blessings with children in need.
Volunteers from SM City Marilao, SM City Baliwag, and SM Center Pulilan
shared their time off from work to spread love and joy through gift giving by
 distributing toys, food, cleaning materials, and ‘SM Bears of Joy’ to the less
fortunate children. Employees also had their share of priceless moments with kids
as they treated them to a hearty breakfast as well as fun games and surprises.
SM City Marilao employees hosted and treated at least 25 children of Tahanan
Mapagkalinga ni Madre Rita in Guiguinto, Bulacan, while SM City Baliwag and
SM Center Pulilan, with the collaborative efforts of volunteers, cheered up more
than 60 children from Bethlehem House of Bread in Baliwag City.
ChriSMiles is a yearly volunteer activity of SM Supermalls that aims to make
more children smile, especially this holiday season. The event is a nationwide
employee volunteerism program that brings joy to the chosen beneficiaries of
each mall. The initiative started in 2012 and also encourages all SM employees to
be more ap preciative of their individual blessings by sharing and caring.

3. SOCIALLY RESPONSIBLE BUSINESS PRACTICES

SM is focused on enhancing the sustainability of its ecosystem of businesses

and is actively addressing the climate adaptability of our businesses, our cities
and communities.
 Building Climate Ready Businesses and Communities
Being climate ready has become
part of everyday life in the
Philippines. Living with more than
20 typhoons a year on average,
climate change is only going to
make things more difficult. This is
the reason why incorporating
sustainability and resiliency in how
we do business has become part of ‘business-as-usual’ for SM.
Throughout the country, we build integrated lifestyle cities to help meet the
growing urban requirements of the Philippines. These developments provide
positive socio-economic impact to local communities while also developing
essential infrastructure to protect against environmental hazards due to climate
change. Well before the issue of climate change became an urgent global
priority, SM has been building climate-ready businesses that can withstand the
Philippines’ regular experiences of typhoons, water level rises and flash
flooding.
SM Baguio brings outdoor and indoor into one space optimizing natural
lighting and ventilation with its Sky Garden. It has a green roof system as well
as a provision for an underground water reservoir for storage and reuse of
rainwater with a capacity of 6,900 cubic meters.
SM Seaside Cebu mallgoers can enjoy an extensive green area, center courtyard
and roof garden. Constructed with Low E glass and utilizes EchoStop for noise
management, the building is designed to maximize natural light and ventilation.
SM Lanang Premier showcases lush greenery, a roof garden and green pavers
that encourage filtration and allow stormwater back to the underground soil. It
is equipped with a rainwater catchment system and a water reservoir with 600
cubic meter capacity based on 425mm per hour rainfall intensity. It also has a
materials recovery facility which receives, segregates and prepares recyclable
materials for marketing to end-user manufacturers.
SM City Masinag helps communities avoid flood waters through its 17,681
cubic meter water catchment facility. It is designed with green screens to
promote vertical plant growth and is constructed with Clerestory windows as a
source of natural light.
SM North Edsa is one of the pioneers of large scale solar panels used on the
roof of commercial city developments. It is also the first to use its urban
footprint to provide open access to community amenities with its extensive Sky
Garden and elevated parks.
SM Mall of Asia is uniquely
designed with a seawall to avert any
damage from potential storm surges or
sea level rise. Built on reclaimed land, it
used a specialized excavation method
 providing a greater degree of protection against liquefaction and seismic events.
It is also elevated above the required building levels and is equipped with wave
return and drainage channels to prevent flooding due to storm surges and high
waves.
SM Marikina sits on 246 stilts and is built 20 meters beyond the compliance for
safety zone. At 20.5 meters above natural ground level, it serves as a first
responder and a place of refuge for the residents of Marikina during times of
calamities.
 SM Investments: Building partnerships and a culture to serve communities.
As SM Investments Corporation
pursues expansion and growth, it
contributes to increasing economic
activity and growing business
resilience that supports hundreds of
thousands of micros, small and
medium-sized enterprises.
SM acts as a marketplace to more than
90,000 MSMEs partners, playing the big brother role and helping them navigate
mainstream retailing. SM's retail stores serve as platforms for their partners to
offer their products, master their entrepreneurial skills and grow their
businesses. SM also provides holistic support through marketing advice,
financial access as well as promotion and advertising.
These shopping centers became the core property business of the company that
has led to its responsible expansion, generating job creation and boosting
overall economic activity across its ecosystem of businesses. Moreover, SM is
keen on pursuing growth and expansion to provide vital support to the economy
that will reach more communities.
SM continues to deepen its ability to serve millions of Filipino customers
through partnerships and growth.
Health and beauty care chain Watsons has been a partner of SM since 2002 and
is today part of SM's brand family. Its first stores in SM Megamall, The Podium
 in Ortigas and Mandaluyong in Metro Manila were the beginning of the health
chain's rapid growth in the Philippines.
To serve Philippine communities, Watsons' Global Own Brands and Exclusives
offer customers high-quality health products at affordable prices and are
sourced locally from MSMEs.
Watsons also has dedicated spaces in its more than 1,000 stores nationwide for
Sustainable Choices, products which contain no harmful ingredients — Clean
Beauty, are made from responsibly sourced palm oil and FSC-certified paper,
use better packaging materials and support refilling through refill packs.
Sustainable Choices is the cornerstone of Watsons' sustainability strategy and
the Do Good initiative is part of its proposition Look Good Do Good Feel
Great. Watsons is the only health, wellness and beauty retailer in the Philippines
with more than 1,521 sustainable stock keeping units that consumers can choose
from.
Amid the pandemic, Watsons also provided integral support to the health
initiatives of various local government units by offering vaccination services in
its stores.

4. CAUSE PROMOTIONS AND ACTIVISM

 Persons with Disabilities

The Program on Persons with Disabilities promotes a barrier-free and disability
inclusive environment for PWDs in our malls. It has instituted key programs to
address the needs of customers with special needs, which earned its reputation
for being the most PWD friendly establishment across the country. Some of our
projects include the regular sensitivity training and orientation of mall front
liners and tenants, the annual Angels Walk for Autism, Happy Walk for Down
Syndrome, Emergency Preparedness Forum for PWDs, Movies for the Blind
and Deaf, and other special celebrations.
Our partners include the Philippine Foundation for the Rehabilitation of the
Disabled (PFRD), Autism Society Philippines (ASP), Down Syndrome
 Association of the
Philippines (DSAPI),
Deaf Blind Support
Philippines (DBSP),
Miss Possibilities
Foundation (MPF),
Hard of Hearing
Philippines, Best
Buddies Philippines, National Council on Disability Affairs (NCDA), Special
Achievers, Alyansa ng may Kapansanang Pinoy (AKAP Pinoy), and the
Philippine Society for Rare Disorders (PSOD), amongst others.
Sensitivity Training and Regular Orientation for Mall Front Liners - All
mall security and maintenance personnel, together with its tenants are regularly
given orientations and sensitivity training on how to handle customers with
special needs. These are conducted by our PWD partners, and are held twice a
year, across all SM Malls.
Angels Wallk for Autism - In
partnership with Autism Society
Philippines (ASP), Angels Walk held
every January is in celebration of the
National Autism Consciousness Week.
The event advocates awareness,
acceptance and inclusion for all persons
with autism.
Happy Walk for Down Syndrome -
In partnership with the Down
Syndrome Association of the
Philippines (DSAPI), Happy Walk is
held every February in celebration of
the National Down Syndrome
Consciousness Month. The event
 advocates awareness, acceptance and inclusion for all persons with Down
syndrome. To date, both events have gathered more than 75,000 participants
who advocate for social inclusion and acceptance.
Emergency Preparedness Forum for
PWDs and Senior Citizens - The
Philippines is the 3rd most vulnerable
country to calamities and disasters. It
is incumbent upon us to make sure that
the sectors of society whom we serve
and are at most risk, are educated and
prepared for emergencies. The
Emergency Preparedness Forum is held annually across select SM Malls to
educate and train PWDs and Senior Citizens on emergency preparedness.
 Environment
The Program on Environment focuses on responsible solid waste management,
information and education programs and community partnerships that promote
care for the environment.
We partner with the community, local and national government agencies,
business partners, employees and service providers, and engage them to
collectively care for the environment. Some of our projects include the monthly
Trash to Cash Recycling Market, quarterly screening of the Green Film Festival,
regular Coastal Cleanups, and internal paper recycling campaign. The program
also supports global celebrations such as Earth Hour and Earth Day.
Our partners include the Department of Environment and Natural Resources
(DENR), Earth Day Network Philippines (EDNP), Climate Change Commission,
World Wildlife Fund Philippines (WWF), International Coastal Clean Up Group,
Embassy of the United States of
America to the Philippines, United
States Agency for International
Development (USAID), and SM
Cinema, amongst others.
 Trash to Cash - The Trash to Cash
Recycling Market aims to educate the
community about the importance of
responsible solid waste management.
Customers bring their recyclables to the
mall in exchange for cash. It is held
every month across all SM Malls.
Green Film Festival - It is an
information and education program that aims to educate the youth about critical
environmental issues such as climate change, biodiversity and recycling solid
waste amongst others. Environmental documentaries are shown for free to high
school students at select SM Cinemas.
Regular Bay Cleanup & The
International Coastal Cleanup - SM
Mall of Asia and SM By the Bay
conduct quarterly cleanup activities at
the bay area of the mall. This is done
by mall employees, tenants, security
and janitorial personnel. Likewise, SM
By the Bay has been the regular partner
and venue of the annual International Costal Clean Up Celebration. In 2019,
more than 5,00 volunteers showed up, comprised of students, employees, tenants,
community partners and government partners. More than 34 tons of solid waste
were collected from the cleanup drive.
 Women and Breastfeeding Mothers
Our Program for Women and Breastfeeding Mothers promote the good health and
well-being of women and nursing mothers. With the establishment of
Breastfeeding Stations across all SM Supermalls nationwide, the program
supports the individual choices that a mother may make, with regard to her health
and breastfeeding preference. The program also supports partnerships that
advance the cause of women’s health such as the annual Pink Ribbon for Breast
Cancer and Breastfeeding Month celebrations such as “Hakab Na!”.
Our partners include the Department of Health (DOH), Department of Social
Welfare and Development (DSWD), Philippine Breast Cancer Society,
NATALAC, and Breastfeeding Pinays.
Breastfeeding Stations in all SM
Malls Nationwide - Mothers are free
to breastfeed anywhere in the mall and
SM supports their individual choices
on childcare and nourishment. For
mothers who opt for comfort and
privacy, 80 SM Malls have
breastfeeding stations typically located
beside the Mall Clinic. To date, more than 1M mothers have already been served
by the Breastfeeding Stations, since its
first Breastfeeding Station in SM
Megamall year 2006.
Hakab Na! (Latch On) - Hakab Na!
is held every August, in celebration of
Breastfeeding Awareness Month. Every
year, thousands of mothers and families
converge to promote breastfeeding. It is
held in partnership with Breastfeeding Pinays, the Department of Health and
UNICEF Philippines.
Pink Ribbon Day for Breast Cancer -
Pink Ribbon Day is held every October
in observance of Breast Cancer
Awareness Month. Annually, hundreds
of women are given free clinical breast
examination. Motivational talks from
breast cancer survivors are also part of
 the program. The project is held in partnership with the Philippine Breast Cancer
Society and the Department of Health.
 Senior Citizens
The Program on Senior Citizens promotes the well-being and active lifestyle of
senior citizens in communities where we are present. SM believes that senior
citizens should still be able to enjoy the same fun and leisure in a mall, and at the
same time, engage an active lifestyle that make them productive members of
society. Our projects include the Community Service Program for Senior
Citizens, and quarterly mall forums on health, lifestyle, fitness, and fashion for
the elderly, Walk for Life, and the Emergency Preparedness Forum for Senior
Citizens.
Our partners include the Office of the Senior Citizens Affairs (OSCA),
Department of Social Welfare and Development (DSWD), Department of Health
(DOH), and several local governments, amongst others.
Community Service Programs for
Senior Citizens - Held in partnership
with the Office of the Senior Citizen
Affairs (OSCA), SM Cares engages the
elderly by providing them opportunities
to be productive at the mall.
Senior Citizens may work for the
mall through any of the jobs available
such as mall greeters, Food court ushers, restroom attendants and cinema ticket
ushers.
Emergency Preparedness Forum for
PWDs and Senior Citizens - The
Philippines is the 3rd most vulnerable
country to calamities and disasters. It is
incumbent upon us to make sure that the
 sectors of society whom we serve and are at most risk, are taught and prepared
for emergencies.
The Emergency Preparedness Forum
is held annually across select SM Malls
to educate and train PWDs and Senior
Citizens on emergency preparedness.
Walk for Life - Held in partnership
with the Department of Health (DOH)
and Department of Social Welfare and
Development (DSWD), Walk for Life is
the kickoff of the national celebration of the Elderly Filipino Week, an event that
aims to promote healthy and productive aging.
 Children and Youth
Our Program on Children and Youth aims to make every SM Mall, a safe and
nurturing environment for children, as well as providing a channel for the youth
to play an active role in community and nation building. Some of our initiatives
include supporting UNICEF Philippines’ Project WASH (Water, Sanitation and
Hygiene), DSWD’s Adoption Consciousness Month, Safe Kids Week, and the
Global Youth Summit.
Our partners include the Department of Education (DepEd), Department of
Social Welfare and Development (DSWD), Global Peace Foundation, UNICEF
Philippines, National Youth Commission
and Safe Kids Philippines, amongst
others.
Adoption Consciousness Month - SM
Cares supports the Department of Social
Welfare and Development by providing
mall spaces for free, to host the
promotion and accept inquiries about
child adoption. This is held every February in observance of Child Adoption
Month.
 Support for Unicef Project Wash -
A portion of the sales of the SM
Supermalls bottled water is given to
UNICEF in support of its Project WASH
(Water, Sanitation and Hygiene) initiative.
Global Youth Summit - GYS is an
annual gathering of students and youth
leaders to engage them with today’s global
issues that affect them most. The 2019
Global Youth Summit at the MOA Arena
and SM City Cebu Trade Hall gathered
more than 15,000 attendees, making it the
largest gathering of youth leaders in the
country. To date, more than 50,000
students have already benefited from this
project. The project is held in partnership
with Global Peace Foundation.
 Bike Friendly SM
SM began putting a total of 18 kilometers of shared and dedicated bikes lanes at
the SM Mall of Asia, along with hundreds of bike racks, vending machines, and
service repair stations which turned out to be very helpful for the bike riders at
the MOA complex. Some highlights include SM Seaside Cebu’s 1.6km of shared
and dedicated bike lanes; a 2.1-hectare bike trail at SM Center Pulilan; SM City
Marikina’s bike lanes and free vehicle parking for customers with bikes; and SM
City Iloilo’s partnership with the LGU to promote the culture of cycling, to name
a few. Across all SM Supermalls, there are now more than 500 bike racks and
more than 80 repair stations nationwide.
 In addition, SM also spearheaded the release of information, education, and
communication materials on road safety, first aid, and biker and motorist
etiquette through the production of the Biker’s Manual and Bike Safety Videos.
These were done in partnership with the Department of Transportation (DOTr),
Metropolitan Manila Development Authority (MMDA), several European
Embassies whose countries are known biking champions, and various cycling
advocacy groups.

5. CAUSE-RELATED MARKETING

To address the pressing issue of “left-

behind children” in China, SM built the
‘Children’s Happy Home’ which is a
long-term plan that aims to create a safe
space for kids where they can live and
spend fun childhood memories even if
their parents are away. Moreover, SM also
launched creative public actions that
appeal for more public awareness and influence migrant workers.
With over 70,000 members from more than 100 countries worldwide, ICSC is an
association of the global shopping center industry. Its members comprise of
shopping center owners, retailers, developers, investors, managers, brokers, public
officials, and academics. Through the ICSC Global Awards, the association aims
to promote excellence in the global retail real estate industry by recognizing
stellar efforts in marketing, design, and development.
SM Prime’s Operation Sendong: People Helping People to Rebuild a city
highlights the company’s response to the devastation brought about by typhoon
Sendong in December 2011 in northern Mindanao. One of the hardest hits by the
storm was Cagayan de Oro, a city which had not experienced a typhoon for the
past 30 years, and in which SM has a mall.
 Being part of the community, SM Prime, together with SM Foundation and SM
Supermarket, was one of the first to take part in relief efforts, distributing relief
packs to 19,500 families, assisting the city government in relief efforts, and
creating programs that would lift the community’s spirit. It continues to offer
long-term solutions by building 200 homes through its partnership with Gawad
Kalinga.
 SM Green Finds: Supporting Sustainable Living
SM Retail recognizes the growing
interest in sustainable and eco-friendly
products among Filipinos. To address
this, they introduced “Green Finds,” a
curated collection of everyday items that
meet eco-conscious criteria. These
products are made from natural
ingredients, have eco-friendly
properties, and often support local communities. Each Green Finds item is
accompanied by a special “Green Finds” badge, making it easy for customers to
identify and choose environmentally responsible products.
SM Green Finds is a community effort from the largest retail company in the
Philippines1. It is one of the key projects of the SM Green Movement, which is a
group-wide, multi-year campaign working together toward the improved quality
of life for communities through priority cluster initiatives of Green Planet, Green
Culture, and Green Living. Through the Green Finds badge, customers can easily
find products that promote clean beauty, sustainable fashion, green technology,
and eco-friendly home tools. SM Green Finds offers resourcefully made products
made from natural ingredients that promote local artisans and support community
livelihood.

6. CORPORATE SOCIAL MARKETING

It has been almost two years since the pandemic brought Filipino life and many
livelihoods to a screeching halt. According to a 2020 Asian Development Bank
(ADB) study of 1,804 Philippine MSMEs, 70.6% were forced to temporarily
close with 66.2% reported to have temporary staff cuts during the height of the
COVID-19 outbreak.
Bucking these statistics and the odds created by the changes in the landscape, the
enterprising Filipino found many opportunities in online businesses, with the
Department of Trade and Industry (DTI) recording over 88,000 new e-commerce
registrations at the end of 2020. This figure is projected to be a million e-
commerce enterprises by 2022 (from 500,000 in 2020). By taking advantage of
the online space, MSME owners have become unsung heroes of the economy, all
the while providing for their families and making their business dreams a reality.
SM Supermalls very well understands the potential of each Filipino to be
successful business owners because of their founder, the late Mr. Henry Sy’s own
inspiring story. Sy, fondly called “Tatang” in SM, started out as a small business
owner with his first footwear shop ShoeMart.
The package offers features such as start-up-friendly rental rates and use of kiosks
or carts free of charge; marketing assistance to give the brand free exposure in SM
online assets and ad spaces inside malls; financial assistance with BDO; and
mentorship from SM experts on operations and marketing.
The StartUp Markets, as they will be
called, will be situated in prime mall
locations within 13 regional and premier
malls in major cities: SM North Edsa,
SM Megamall, SM Mall of Asia, SM
Southmall, SM Pampanga, SM Clark,
SM Grand Central, SM Sta. Rosa, SM
City Cebu, SM Iloilo, SM Bacolod, SM
CDO Downtown Premier, and SM Lanang Premier.
“We created The SM StartUp Package because we saw how Filipinos persevered
in the past year. Very much true to the spirit of Henry Sy, who always said he
worked harder during bad times, many MSMEs did not let the pandemic stop
them from providing good service and products — even from their own homes. We
 want to give them a chance to further grow their businesses and brands and
enable them to start their own SM shops which they can one day grow into
business empires, just like our founder once did,” said SM Supermalls President
Steven T. Tan.
 SM Supermalls Celebrates the Power of Pinoy Netizens on Social Media Day
A digital-savvy brand itself, SM Supermalls is actively engaging on Facebook,
Twitter, Instagram, YouTube, and Viber Public Chat. It shares rich content that is
helpful and valuable to customers, spreading the word (and the images) of its best
and latest in dining, retail, and entertainment. Beyond demonstrating that at SM
Supermalls, indeed #EverythingsHere, its social media platforms also support SM
Foundation’s CSR programs that further improve the Filipino life. All such digital
campaigns aim for stronger connectivity and community building with patrons.
#SMDay in the Philippines gathered groups from different social media platforms
in one grand meet-up. The event served as an opportunity to team up on programs
and initiatives. Blogger and columnist Tonyo Cruz, also a TweetUpMNL co-
founder, emphasized that this cooperation allows everybody to “do things better,
work better, achieve more, and help solve more problems.” SM Supermalls is keen
to support such dynamic online communities, and this allows the malls to stay
closely attuned to the needs and interests of the netizens the groups represent.
To celebrate with the netizens, SM Supermalls gave away fun gifts to attendees.
Online communities LoveLikeShare and JCI each received 50 ride certificates at
SM MOA by the Bay Amusement Park, while Igers Manila and TumblrPH got 50
passes each to Sky Ranch Tagaytay. SM Supermalls also held an hourly raffle for
Instagram followers. Prizes included gift certificates for Sun Cruises, NIU by
Vikings, Flawless, and an e-Plus entertainment package that includes bowling and
skating at SM malls.
After hosting Social Media Day last year at SM Aura Premier and the success of
the 2015 event, SM Supermalls looks toward greater engagement with such a
robust digital community.
 SM Cares and DOTR Share the Road
Campaign
 SM Supermalls, through SM Cares, and the Department of Transportation -
Philippines launched its new campaign entitled "Share the Road," which hopes to
educate road transport stakeholders on the importance of responsible road-sharing.
 Women’s Month begins at SM Supermalls
In line with its commitment to
women’s empowerment and gender
equality, SM Supermalls, through its
corporate social responsibility arm, SM
Cares, launched this year’s Women's
Month celebration with a series of events
championing a safe, inclusive, and
enabling environment for women.
Nearly 17,000 SM Supermalls front liners, employees, and partners gathered at the
SM North Edsa Sky Dome and online on March 1 for a nationwide orientation on
the Safe Spaces Act (Bawal Bastos Law) or Republic Act No. 11313. The Act
penalizes gender-based sexual harassment committed in public spaces, educational
or training institutions, workplaces, and online. Department of Labor and
Employment (DOLE) Undersecretary Atty. Benjo Santos M. Benavidez served as
the forum’s keynote speaker and expounded on gender-based sexual harassment
and the Safe Spaces Act.
Organized by SM Cares, in partnership with the Philippine Commission on
Women (PCW) and the DOLE, the forum is part of SM’s ongoing nationwide
campaign to promote a safe, inclusive and empowering environment for women,
and builds on the success of the first Safe Spaces Act orientation in October 2023,
which saw the participation of 7,614 attendees from SM malls across the country.
‘Walk in Her Shoes’ exhibit - The
compelling interactive exhibit, ‘Walk in
Her Shoes’, by the United Nations
Philippines was also launched on the same
day and is ongoing until March 10 at the
SM North Edsa, Level 3, Main Mall. The
 exhibit features real stories from women and girls, shedding light on different
forms of gender-based violence they experience. The exhibit strives to raise
awareness about the widespread nature of violence against women (VAW),
encourage reflection on harmful social norms, and inspire collective action to end
VAW.
 SM goes beyond Earth Day:
Leading the way towards sustainability.
SM marked Earth Day 2024 with a
series of initiatives designed to promote
environmental responsibility and empower
the next generation.
In a groundbreaking partnership with
the Department of Environment and
Natural Resources (DENR), Nestle Philippines, Boy Scouts of the Philippines,
and Girl Scouts of the Philippines, SM Cares has initiated the “Earth Day Every
Day Project.” This innovative program empowers young people to become
environmental stewards by focusing on plastic waste reduction. Students are
encouraged to collect plastics within their communities and deposit them at
designated collection facilities within SM malls nationwide.
Additionally, the SM Plastic Waste Collection Program, a partnership with the
non-governmental organization (NGO) Friends of Hope, aims to reduce plastic
waste in landfills and oceans through proper plastic segregation.
Recognizing the pressing issue of electronic waste (e-waste), SM Cares has
partnered with PLDT and Smart to enhance the reach of its Electronic Waste
Collection (EWC) Program. This collaborative effort expands access to safe and
responsible e-waste disposal solutions for Filipinos nationwide while promoting
responsible consumption habits among
consumers.
Internally, SM launched the
#SMWasteFreeFuture program, aiming
to revolutionize waste management
practices across the company. This program emphasizes a shift in mindset towards
waste reduction and responsible disposal, fostering positive behavioral changes
among employees and creating a company-wide culture of sustainability.