SM's good stories inspire, go beyond likes

A scholar climbs a mountain for an internet signal. A farmer seeks new markets to earn a living. A family receives assistance when they need it most. For Victor Persius Chan, senior assistant vice president, Corporate Affairs and Sustainability, SM Foundation, these are more than stories to fill a social media feed.

They remind us that behind every number is a life that can change, and that a story’s real impact begins when people are moved to do something about it

“#SpreadingSocialGood is not simply about growing an online community. It is about making social good visible, relatable and meaningful enough to inspire people to take part,” Chan said.

Through the foundation’s #SpreadingSocialGood Stories Online campaign, Chan champions digital storytelling that goes beyond the usual announcements, program updates, and beneficiary counts to put the people behind its advocacy in focus.

The foundation works with communities through programs in education, health and wellness, sustainable agriculture, disaster relief, and other areas of social development.

But Chan said communicating the reach of these initiatives requires more than presenting accomplishments and statistics.

“We wanted to move beyond simply announcing activities or reporting the number of beneficiaries reached. We wanted to tell the stories behind those numbers, the scholar who gains access to education, the farmer who develops new skills and market opportunities, or the family that receives assistance when it needs it most,” he said.

Chan said the challenge is to make social good more than a message people encounter online. It must be something they understand, remember, and can help advance.

BEYOND THE NUMBERS

The foundation’s digital community has grown to more than 1.2 million followers across Facebook, TikTok and Instagram as of September 2026.

From January to September, its platforms generated a combined reach of 65.82 million and more than 622,000 engagements.

Facebook accounted for the largest share of its audience, with over 1.03 million followers, followed by TikTok with more than 166,000 and Instagram with over 13,500.

For Chan, however, a growing audience is only the starting point.

“Reaching more than one million followers on Facebook is an important milestone for SM Foundation because it allows us to bring our advocacies to a wider audience. Across Facebook, TikTok and Instagram, we have built a community of more than 1.2 million followers, generating over 65 million in cumulative platform reach from January to September 2026,” he said.

“But beyond the numbers, what matters more to us is how these connections translate into meaningful participation in social good.”

The distinction is central to the campaign’s approach: reach measures how far a story travels, but participation shows whether it can help bring people and organizations together around a cause.

Chan cited SM Foundation’s partnership with Mastercard as an example.

The collaboration provided tablets to scholars during the pandemic and continues to support education initiatives, including projects worth more than P5 million.

For him, such partnerships show how advocacy communication can mobilize support beyond the digital space.

“Social media gives us a platform to tell stories and connect with people, but the greater value comes when those connections encourage others to take part and help expand the impact of our programs,” he said.

STORY WORTH TELLING

One story that captures this philosophy is Rica Marbebe, an SM scholar from Mindanao who pursued accountancy despite her family’s difficulties.

During the pandemic, Marbebe climbed mountains to find an internet signal so she could attend online classes.

She also navigated financial challenges at home while her brother had special needs.

She persevered, graduated cum laude, and placed fifth in the Certified Public Accountant Licensure Examination.

Her journey illustrates the opportunities education can create, but it also shows why people in development stories must remain more than symbols of hardship or perseverance.

“Stories like Rica’s show what access to education can make possible. They can also inspire other organizations to join our cause,” Chan said.

He explained that the foundation’s storytelling seeks to show how opportunities and partnerships can help people pursue their aspirations.

During the pandemic, its partnership with Mastercard helped provide tablets to scholars so they could continue their education.

However, the responsibility extends beyond highlighting achievements.

Chan said beneficiaries must be portrayed as individuals with agency, dignity, and potential, not as passive recipients of assistance.

“We also believe beneficiaries should never be defined solely by the assistance they receive. They are individuals with their own aspirations, strengths, and potential,” he said.

To identify stories that accurately reflect community experiences, the foundation conducts consultations and works closely with its project leads. It also emphasizes consent, privacy, and responsible representation.

“Our responsibility is to tell their stories with dignity, accuracy, and respect, always securing their consent and protecting their privacy,” Chan said.

MAKING EVERY PLATFORM COUNT

In a digital environment where audiences scroll through an endless stream of content, telling a meaningful story also means understanding how people consume information.

Chansaid the foundation adapts its content to the distinct audiences and formats of Facebook, Instagram and TikTok while keeping its advocacies consistent.

TikTok allows the team to communicate through short-form, entertaining videos, while Instagram lends itself to visual storytelling. Facebook, with its broader audience, providesroom for more detailed narratives and program updates.

The team conducts monthly social media assessments to examine performance, understand audience behavior and refine its approach.

Yet Chan draws a line between capturing attention and compromising the message.

“We understand that digital communications require us to capture people’s attention. We need compelling visuals, relevant formats, and clear messages that encourage people to stop scrolling and engage with a story,” he said.

“But attention should serve the purpose of the story. We cannot compromise accuracy or dignity to generate more views or interactions.”

Not every meaningful story, he added, needs to go viral. Some stories matter because they explain a program, communicate an opportunity, or provide information people need.

Their value cannot always be measured in views and reactions.

This emphasis on purposeful communication also informs the campaign’s recognition in the public relations industry, including the Silver Anvil Award cited in the interview talking points.

For Chan, recognition affirms the work, but it also creates an obligation to keep improving as platforms evolve and audiences change.

“For me, the real measure of success is not simply whether a campaign receives recognition. It is whether we continue to communicate our work in ways that build public understanding and trust,” he said.

FROM A POST TO A POSSIBILITY

For the foundation, storytelling does not end with education initiatives. Its digital platforms also help promote products from farmers participating in its Kabalikat sa Kabuhayan (KSK) program, including those featured at SM Supermalls’ Weekend Market.

By increasing the visibility of their produce and social enterprises, the foundation hopes to connect farmers with potential customers and support their efforts to grow their businesses.

Chan said the foundation assesses its communications by reach and engagement, along with program outcomes such as participation, beneficiaries reached, and livelihood opportunities created. Where possible, it also examines whether online engagement leads to concrete action.

The approach reflects his view that digital platforms can connect people who want to support a cause with communities that can benefit.

Looking ahead, Chan said the foundation plans to explore new storytelling formats, strengthen collaborations with partners and communities, and consider working with content creators who share its advocacies.

But he stressed that innovation should never become an end in itself.

“It is about finding better ways to help people understand our programs and recognize how they can participate in spreading social good,” he said.

Chan wants audiences to see themselves not merely as spectators of other people’s experiences but as potential partners in creating opportunities for communities.

His message to those who encounter an SM Foundation story online is simple: Engagement should not stop at the screen.

“If an SM Foundation story moves you, do not stop at liking it. Learn more, share it responsibly, or find a way to help. Spreading social good is not just about telling stories. It is about what we do with them,” Chan said.