SM Supermalls has launched a nationwide campaign rallying support for communities in Cebu affected by Typhoon Tino, mobilizing its malls and partner organizations under the banner “All SM Malls Unite for Cebu.”

The initiative, carried out through SM Foundation and SM Cares, seeks to bring together Filipinos in a collective show of compassion, with the campaign message emphasizing that “hope calls for an empowered community.”

The program was formally introduced during the Christmas display kickoff at SM City Cebu on 13 November, themed “Unwrapping the Gift of Grace and Hope.” At exactly 6 p.m., all SM malls across the country simultaneously lit their holiday displays in green – a symbolic gesture meant to reflect unity, hope, and the enduring Filipino spirit of bayanihan.

SM Supermalls President Steven T. Tan said the effort underscores the meaning of the season. “This season, we are reminded that the true gift of Christmas lies in giving,” he said.

“Through this campaign, we aim to bring light, hope, and solidarity to Cebu and its people, who continue to show courage and resilience amid challenges.”

During the launch, SM City Cebu also recognized first responders who served during the recent earthquake and the onslaught of Typhoon Tino. The mall turned over 200 Bundles of Hope to representatives from the Cebu City Disaster Risk Reduction and Management Office (CCDRRMO), BFP Mabolo, PNP Mabolo, and Barangay Mabolo BRRMO and welfare workers. The gesture honored responders for their commitment to helping communities recover in times of crisis.

Beyond symbolic actions, SM outlined concrete measures supporting affected families. Through its Operation Tulong Express program, the company distributed 8,000 Kalinga Packs – including assistance for SM employees – while donation booths were deployed across all SM malls nationwide to give shoppers direct access to relief-giving efforts. An SM Mobile Clinic was also dispatched to deliver medical outreach and essential health services to impacted communities.

These initiatives, undertaken in coordination with local government units, volunteers, and partner groups, reflect SM’s broader commitment to community resilience and long-term empowerment in disaster-hit areas.

Tan said the campaign aims to bring together communities to help Cebu rebuild. “Through ‘All SM Malls Unite for Cebu,’ we are not only extending immediate aid, but also building stronger, more resilient communities that can rise above adversity,” he said.