SM Foundation Inc. (SMFI) has been awarded a Silver Anvil under the PR Tools, Multimedia category by the Public Relations Society of the Philippines (PRSP) for its #SpreadingSocialGood Stories Online campaign, recognizing the foundation’s effective use of digital storytelling to drive social impact.
The campaign strengthened SMFI’s digital presence and translated online engagement into tangible outcomes for its social development initiatives. Through a strategic storytelling approach on Facebook, the foundation grew its online community to more than one million followers while deepening public engagement around its programs.
Anchored on the belief that stories can inspire action, SM Foundation continues to invest in social media platforms to amplify social good and inspire wider participation from Filipinos.
The foundation maintains an active presence not only on Facebook but also on Instagram and TikTok, allowing its stories to reach diverse audiences across multiple platforms. These efforts also reflect the enduring legacy of SM founder Henry “Tatang” Sy Sr., whose vision of creating opportunities for Filipinos continues to guide the organization’s work.
Designed to bring SMFI’s mission to life, the #SpreadingSocialGood Stories Online campaign focused on sharing authentic, people-centered narratives on Facebook, a platform used by around 102 million Filipinos.
These stories were complemented by platform-specific content on Instagram and TikTok to ensure the foundation’s messages remained visible, relatable, inclusive, and accessible. The campaign also encouraged partners and communities to collaborate and take part in SM Foundation’s life-changing programs.
By combining meaningful storytelling with deliberate digital engagement, SM Foundation demonstrated how social media can move beyond communication and become a catalyst for action, collaboration, and opportunity. Through continued audience interaction, the foundation draws more Filipinos into a shared mission of uplifting communities and spreading social good nationwide.