In the aftermath of typhoon “Tino,” SM Supermalls, through SM Foundation and SM Cares, has launched a nationwide campaign titled “All SM Malls Unite for Cebu,” mobilizing support and solidarity to uplift communities affected by the disaster.
With the campaign’s message, “HOPE calls for an empowered community,” SM invites Filipinos across the country to extend compassion and generosity — uniting to bring grace, hope and strength to those in need.
Lighting the Way for Cebu
The initiative was launched during the SM City Cebu Christmas display kickoff on 13 November, themed “Unwrapping the Gift of Grace and Hope.” At exactly 6 p.m., all SM malls nationwide illuminated their displays in GREEN — a powerful symbol of hope, unity, and the Filipino spirit of bayanihan.
“This season, we are reminded that the true gift of Christmas lies in giving,” said Steven T. Tan, president of SM Supermalls. “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.”
As part of the ceremony, SM City Cebu also honored the courageous first responders who served as beacons of hope during the recent earthquake and typhoon.
Bundles of Hope
In gratitude for their unwavering service, the mall turned over 200 Bundles of Hope to representatives from the Cebu City Disaster Risk Reduction and Management Office, BFP Mabolo, PNP Mabolo and Barangay Mabolo BRRMO and Welfare Workers.
The gesture recognized the compassion, courage, and commitment of the responders who stood at the frontlines to help communities rise again.
Relief and recovery initiatives
Beyond the event and the symbolic lighting, SM also turned compassion into action through a series of relief and recovery initiatives:
8,000 Kalinga Packs donated through Operation Tulong Express for affected families, including SM employees.
Cash donation booths deployed across all SM malls nationwide, providing shoppers with easy access to contribute directly to relief operations.
SM Mobile Clinic deployed to affected communities to deliver essential health services and medical outreach.
These efforts are coordinated with local government units, partner organizations, and volunteers, reflecting SM’s continued commitment to community resilience and long-term empowerment.
Corporate social responsibility
As part of SM’s corporate social responsibility mission, SM Foundation and SM Cares reaffirm their dedication to sustainable community support and proactive disaster response.
“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,” said Tan.
The campaign serves as a reminder that every act of kindness — no matter how small — can help illuminate Cebu’s path to recovery.