SM Prime and the Bureau of Fire Protection (BFP) recognized ten exemplary firefighters during the inaugural Ten Outstanding Firefighters of the Philippines (TOFF) awards ceremony on 2 December 2024 at SMX Convention Center Manila. The TOFF initiative honored the dedication and heroism of the BFP’s over 37,000 personnel, showcasing their contributions to disaster risk reduction and public safety. The program highlighted the firefighters’ courage and innovation in protecting lives and property, while inspiring excellence and boosting morale within the BFP.

Strengthening partnerships for resilience

As SM Prime’s first award program, TOFF underscored the strong partnership between SM Prime and the BFP, established in 2019 through a Memorandum of Agreement. This collaboration has demonstrated a shared commitment to building disaster-resilient communities and supporting sustainable development goals.

Notable figures at the event included Department of the Interior and Local Government (DILG) Undersecretary Serafin Barreto Jr., SM Prime President Jeffrey Lim, and BFP Deputy Chief for Administration OIC FCSUPT Jesus Fernandez, who joined in celebrating the achievements of awardees like SF03 Girlie May Gimotea.

In addition to TOFF, SM Prime and the BFP have partnered on various fire safety initiatives throughout the year. These include nationwide fire drills, fire safety roadshows in malls, educational campaigns, fire brigade training for SM personnel, and the "Are You Ready?" art exhibit and Incident Command System demonstration during the Asia-Pacific Ministerial Conference on Disaster Risk Reduction.

The TOFF program reinforces the vital role of firefighters in safeguarding Filipino communities while advancing disaster resilience across the nation.