Bags, clothing and stuffed toys are going to help save six endangered animals from extinction. Proceeds from the sale of the Kultura fashion items in all SM stores nationwide will go the Save From Extinction (SFE) campaign fund drive, which aims to raise P100 million.

The Department of Environment and Natural Resources (DENR), main proponent of the SFE project, will match the P100 million with the same amount from its budget dedicated to saving the endangered cockatoo, dugong, pangolin, Philippine eagle, sea turtle and tamaraw.

“These are not just wildlife icons. They are keystone species, that is, species that play essential roles in maintaining the health and balance of our ecosystems, so that others, including human beings, may actually thrive,” said DENR Secretary Maria Antonia Yulo-Loyzaga at the SFE fund drive launch held at the SM Mall of Asia on 16 May. 

Loyzaga said the six species are all facing a very real threat of extinction.

“We are losing forests, wetlands, coral reefs, and other critical habitats faster than we can restore them and that they can regenerate on their own. Our species are being pushed to the brink of by illegal hunting, wildlife trafficking, pollution, and the growing impacts of climate change,” the DENR chief said.

“And while we have seen some progress in some areas, it is clear that much more needs to be done. As the risks are complex, they cannot be addressed just by government. But we all need to work together across sectors and at all levels of our society,” she said.

Loyzaga said that conservation needs to embrace a new and more inclusive approach, one that makes it possible for everyone to see the threats against the six species with their own eyes and hopefully from their own hearts. Aside from cash donation, the fund drive is another option for everyone to take part in a meaningful action.

SM Supermalls assistant vice president for marketing Hanna Carrina Sy said, “We are launching our exclusive merchandise from Kultura, the SM Store and Toy Kingdom, the proceeds of which will be donated to the campaign. We are also providing advocacy channels through BDO ATMs and branches nationwide.”

“By lending your voice, your platform, and your hearts to this cause, we can create a lasting change that safeguards our planet for future generations,” Sy added. 

“It is not your traditional donation drive. This campaign introduces innovative and practical solutions to support on-the-ground conservation programs for these species,” Loyzaga said.

According to the DENR secretary, legislators granted the DENR with a budget to protect and conserve five species, and the agency added a sixth, the pangolin in Palawan that it deems most threatened.

“Through SM and BDO, we are bringing in new tools and platforms that will make it easier for people to do their share and contribute directly, whether through micro donations at points of sale, green lending services, digital fundraising platforms, information and education programs, or corporate giving programs that match each company’s core value,” Loyzaga said.

Six conservation organizations, one for each species to be protected, will work as partners to the cause by ensuring that funds are used effectively for habitat protection, species-specific protection, wildlife rescue, and community-based conservation efforts.

The DENR secretary said they can match the P100 million to be raised by the SM Group as the matching fund is already there.