Leading the illumination: SM Cares Program Director for Women Atty. Pearly Joan Turley, Philippine Commission on Women (PCW) Chairperson Ermelita Valdeavilla, SM Supermalls Executive Vice President for Marketing Jonjon San Agustin, and United Nations Population Fund (UNFPA) Assistant Country Representative Jose Roi Avena light up the SM Mall of Asia Globe in purple to celebrate Women's Month this March.
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A symbol of empowerment: SM Cares Program Director for Women Atty. Pearly Joan Turley, PCW Chairperson Ermelita Valdeavilla, and UNFPA Assistant Country Representative Jose Roi Avena champion the cause for gender equality.
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A beacon of change: Illuminated in purple, the SM Mall of Asia Globe stands as a powerful symbol of SM Cares' dedication to women's empowerment, marking the start of the 2025 National Women's Month in the Philippines.
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The SM Mall of Asia (MOA) Globe lit up in a striking purple hue on 28 February 2025, marking the launch of "Purple Your Icon Illumination"—a nationwide initiative led by SM Cares, the Philippine Commission on Women (PCW), and the United Nations Philippines. This symbolic illumination celebrates the start of the 2025 National Women's Month, serving as a beacon of support for gender equality and women's empowerment. The MOA Globe will continue to shine purple nightly until the end of March, reinforcing a collective commitment to advancing women's rights and opportunities.
The "Purple Your Icon Illumination" initiative goes beyond simply lighting spaces in purple; it symbolizes women's lasting impact on society and serves as a call to action for gender equality. PCW Chairperson Ermelita Valdeavilla highlighted that this movement is a challenge to turn awareness into real, lasting change.
Aligned with the United Nations' theme for International Women’s Day, “For ALL women and girls: Rights. Equality. Empowerment,” the campaign emphasizes the need to address the disproportionate burden of unpaid care and domestic work that limits women's economic opportunities.
United Nations Population Fund (UNFPA) Country Representative Dr. Leila Joudane further stressed the importance of unlocking equal rights and opportunities for women and girls, recognizing the role of youth in creating a more inclusive future.
Purple, a color synonymous with justice, dignity, and equality, served as the central theme of the event. Apart from the illumination of the SM MOA Globe, simultaneous purple Light-Emitting Diode (LED) screen displays across various SM malls nationwide will also extend through March 6, symbolizing unity in advocating for gender equality and women's empowerment.
SM Cares Program Director for Women Atty. Pearly Joan Turley highlighted the importance of this initiative, noting, “Through initiatives like the 'Purple Your Icon Illumination,' we aim to inspire a collective movement, where every individual recognizes and champions the invaluable contributions of women to our society."
The "Purple Your Icon Illumination" event underscores SM Cares' ongoing initiatives to support women's empowerment and promote inclusivity. By partnering with leading organizations like the UN and PCW, SM continues to play a vital role in driving positive social change and building a more equitable future for all Filipinos. The purple glow of the MOA Globe will serve as a daily reminder for the ongoing commitment to these important causes throughout National Women's Month.
