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Recognizing the growing role of Artificial Intelligence (AI) in everyday life and the importance of making digital learning accessible to all generations, SM Supermalls, through SM City Baguio, partnered with the Department of Information and Communications Technology – Cordillera Administrative Region (DICT-CAR) to conduct a learning session on Artificial Intelligence for senior citizens and children at SM City Baguio.

The learning session brought together participants from different generations, providing them with an opportunity to discover how AI works, explore its practical applications, and better understand how emerging technologies can be used responsibly in their everyday lives.

Participants were introduced to the basics of Artificial Intelligence through interactive discussions and demonstrations designed to make the technology easier to understand and more accessible. The session also highlighted practical ways AI can support learning, creativity, information access, and other everyday activities while emphasizing the importance of using technology safely and responsibly.

For the children, the session served as an opportunity to explore AI as a learning and creative tool, encouraging curiosity and digital awareness at an early age. Meanwhile, senior citizens were given the opportunity to become more familiar with emerging technologies and discover how AI can be integrated into their daily digital experiences.

More than simply introducing a new technology, the initiative reflects the importance of lifelong digital learning. As technology continues to evolve, SM City Baguio and DICT-CAR aim to help communities of all ages become more confident, informed, and responsible digital users.

Senior citizens actively engage in a discussion on Artificial Intelligence with DICT-CAR, gaining practical insights on how AI can be used safely and responsibly in everyday life.

Throughout the session, participants actively engaged with DICT-CAR resource speakers, explored the capabilities of AI, and learned practical ways to navigate emerging digital technologies. The interactive discussions also encouraged participants to ask questions and share their experiences, creating a learning environment where both young and older participants could discover technology together.

For mothers and their children, the session provided an opportunity to learn about AI together and better understand how emerging technology can be used at home and in school.

Joan Jimenez, who attended the session with her 10-year-old son, Jacob Jimenez, a Grade 5 student, shared how the activity gave children an opportunity to become more familiar with a technology that is increasingly becoming part of their everyday lives.

“Yung age ng mga bata ngayon, very common na yung AI. I think magandang opportunity sa kanila ito para ma-broaden yung knowledge nila at ma-experience din kung paano nagwo-work ang AI. I am very thankful kasi ino-open ng SM City Baguio ang mga ganitong opportunities para sa mga kids. I hope na mas marami pang ganitong programs,” Joan shared.

She also appreciated having a safe and accessible venue where children could continue learning despite challenges such as class suspensions and unfavorable weather conditions.

“For us, despite the weather and the suspension of classes, we feel safe here at SM City Baguio while the kids are learning and participating in activities like this,” she added.

10-year-old Jacob Jimenez raises questions during the AI learning session, exploring how Artificial Intelligence can support learning and creativity.

Her son, Jacob, was particularly interested in discovering how AI can be used beyond simple conversations and searches, sharing how his curiosity about the technology has already inspired him to experiment with it.

“I want to know more about AI because it is futuristic technology. I tried a game where you have to use AI, and I also made an app,” Jacob shared.

The session also encouraged senior citizens to embrace new technologies and discover that digital learning is not limited by age.

Cheryl Alquiza proudly shows her certificate after completing the AI learning session led by DICT-CAR at SM City Baguio

Cheryl Alquiza, one of the senior participants, said the session provided valuable information that could help senior citizens become more aware of the risks they may encounter in the digital space.

“We learned so much information, and the experiences shared by someone who was scammed were a big help to us, especially us seniors. Sometimes, we are very vulnerable to scams. Hindi namin alam na puwede ka pala maloko through text and messages lang,” Cheryl shared.

She also emphasized the importance of staying alert when using digital and financial services.

“Dapat aware din tayo, especially when using ATMs, because we learned that there are also things we need to be careful about when using them,” she added.

AI FOR ALL AGES – Senior citizens and kids actively participate in the AI learning session led by DICT-CAR.

The inclusive nature of the activity was also highlighted by Engineer Katherine Aguilar of DICT-CAR, who discussed Artificial Intelligence during the learning session. She noted how the participation of both children and senior citizens demonstrated that technology can serve as a bridge across generations.

“Maganda yung ginawa natin kasi from kids to seniors, it only goes to show na yung technology ay walang pinipiling edad. Very inclusive siya,” Engineer Aguilar shared. “SM City Baguio is not just for shopping or entertainment, but it is also a venue for learning. So we’re very happy that we have the venue provided by SM.”

The stories of the participants highlight the value of creating learning opportunities that bring generations together. From children discovering new possibilities through technology to senior citizens gaining greater awareness of digital tools and online safety, the session demonstrated that digital literacy can be a shared learning experience for the entire community.

The initiative reinforces SM City Baguio’s commitment to creating meaningful learning opportunities for the community. By bringing digital literacy programs closer to different generations, SM continues to support a more digitally inclusive community where everyone can participate, learn, and benefit from the opportunities brought by technology.

Through its group-wide drive to create truly inclusive and accommodating spaces for Persons with Disabilities, SM was commended by key industry organizations focused on disability affairs.

With inclusivity and access as a key pillar in SM’s corporate purpose, inclusive spaces and facilities enhance the SM Group’s portfolio of malls, offices, and retail spaces. It is this universal implementation of accessible environments, and commitment to advance disability inclusion that bagged SM Group industry distinctions from The Philippine Foundation For the Rehabilitation of the Disabled Inc. (PFRD) and the National Council on Disability Affairs (NCDA).

Through its Corporate Social Responsibility arm, SM Cares, disability-friendly facilities are overseen and supported nationwide with manpower training in line with industry standards to effectively accommodate Persons With Disabilities.

“Every single person entering and engaging in the spaces built by SM deserves to feel welcomed and accommodated,” said Engr. Junias M. Eusebio, SM Supermalls Vice President for Operations and Program Director for Disability Affairs, SM Cares. “Our benchmark for true inclusivity expressed well is when every guest, visitor, and mallgoer can freely move around our spaces while still receiving the support they need when challenges arise.”

SM and SM Cares: Serving to supplement accessibility gaps

For SM Cares, accessibility is a priority—a crucial component of property planning for mobility and manpower training, ultimately contributing to community service.

The results of this enduring commitment over the years were recognized at the 2026 Apolinario Mabini Awards, where SM’s mall, retail, and office properties received multiple citations for advancing accessibility and creating more inclusive environments for Persons With Disabilities.

Presented by the PFRD, the Apolinario Mabini Awards recognize organizations and institutions that have made outstanding contributions to the welfare and inclusion of Persons With Disabilities.

SM’s largest network of real estate for retail, SM Supermalls, bagged 12 citations with SM Store, SM Commercial Properties Group, and SM Supermarket, taking home ten awards for the Disability Friendly Establishment category.

Among the recipients are SM City Roxas with silver and SM Center Angono, SM City Bacolod North Block Extension, SM City East Ortigas, SM City Sto. Tomas, SM Store J Mall, SM Store Puerto Princesa, E-Com Three, and E-Com Five with bronze. Special awards were also presented to several SM malls, SM Stores, and Savemore branches for initiatives ranging from substantial compliance with Batas Pambansa Blg. 344 to improvements that addressed accessibility gaps and expanded access for customers.

Additionally, SM Cares was recognized by the National Council for Disability Affairs (NCDA) for its sustained leadership and unwavering commitment to advancing disability inclusion in the Philippines through its Advocate for Equity Award.

The distinction highlights how SM Cares has consistently demonstrated exemplary support in creating accessible and inclusive spaces which enable meaningful participation of Persons With Disabilities in community life. SM Cares was further noted as an instrumental force in promoting awareness, accessibility and equal opportunities for the sector, generously opening mall spaces nationwide as venues for various disability-related events, fostering visibility, and engagement.

“Inclusion is intentional at SM because of our purpose on sharing social equity and our drive of becoming a truly inclusive Mall for All. It is woven into how we train our people, create our programs, and design our spaces. We believe accessibility is about making every person feel welcome, respected, and able to fully participate in the experiences we create every day,” said Eusebio.

Metrobank is making digital banking more convenient with an upgraded mobile app that allows customers to invest, monitor their portfolios, and handle their banking needs in one platform.

Through the enhanced Metrobank App, users can invest in Unit Investment Trust Funds (UITFs) via UITF Online, while Wealth Manager offers access to peso government bonds and other wealth management services. Customers can also trade government securities digitally and view their overall investment portfolio in one consolidated space.

Grow your money with Metrobank’s over 25 UITFs

Building a diversified investment portfolio is now easier with UITF Online on the Metrobank App, wherever you are in your investment journey. Metrobank offers more than 25 UITFs across different asset classes and currencies to suit varying investment goals and risk profiles.

Through UITF Online, you can invest in peso- and dollar-denominated UITFs, monitor your UITF portfolio, redeem your investments, and download your statement of account all through the Metrobank App.

You can start investing for as low as PHP1,000, the minimum investment amount varies depending on the fund. The UITFs available to you will also depend on the currency of your enrolled Metrobank savings account.

Here’s how to start your UITF journey through the Metrobank App:

1. Open the Metrobank App and log in to your account.
2. Tap the menu in the upper-left corner of the app. Select “UITF Online” and tap “Get Started.”
3. Watch the UITF educational video and complete the required information to proceed.
4. Take the Suitability Assessment to know your risk profile.
5. Assign a Settlement Account for your UITF account and start investing and building your portfolio.

For existing UITF Online users: Your existing UITF account will be automatically reflected in the Metrobank App.

For existing UITF investors who are not yet enrolled in UITF Online: Simply enroll the settlement account linked to your UITF investment account to access UITF Online.

Build your wealth with Wealth Manager

If you are looking to further diversify your investments, you can also access Wealth Manager through the Metrobank App.

Through Wealth Manager, you can directly buy and sell government bonds in the secondary market, view your total investment portfolio, get in touch with your Wealth Specialist, and access timely market insights through Wealth Insights, Metrobank’s online resource for market and economic information.

Follow these steps to access Wealth Manager:

1. Open the Metrobank App and log in to your account.
2. Select “Wealth Manager” located in the “Menu” or “Shortcuts” section. Tap “Enroll Now”.
3. After tapping “Proceed”, existing clients can enter their Investment ID, while new clients can tap “Sign Up”.
4. Designate a Settlement Account, then read and accept the Terms and Conditions.
5. Enter your MBO passcode and tap “Confirm”.
6. Check your email within 24 hours (excluding weekends and holidays) to confirm the status of your application and to start investing.

By bringing investment and wealth management features into its everyday banking platform, Metrobank gives customers a more convenient way to handle their financial needs in one place.

The enhanced Metrobank App makes investing more accessible, offering easy-to-use tools and valuable insights to help customers make informed investment decisions and work toward their financial goals.

To explore the new investment features, customers can update to the latest version of the Metrobank App through the App Store, Google Play, or Huawei AppGallery.

Metrobank rolls out new anti-fraud features to strengthen digital banking security

Mobile banking has made financial transactions faster and more convenient, but it has also created new avenues for scammers to exploit unsuspecting customers. The Bangko Sentral ng Pilipinas (BSP) reported that social engineering schemes—including phishing, account takeovers, and identity theft—made up 76% of reported cyber fraud losses in 2025. With scams becoming increasingly sophisticated, banks are strengthening their security measures to provide customers with greater protection.

In response, Metrobank has introduced several security upgrades to its mobile app, giving users more control over their accounts while adding safeguards designed to prevent fraudsters from gaining unauthorized access to their funds.

Here are the four new features:

1. Get a 24-hour safety buffer with Cooling-Off Period

Cooling Off Period

Metrobank now automatically activates a 24-hour Cooling-Off Period whenever critical security settings are changed. This means when important account settings are changed, such as your password or registered device, all transactions in your app are temporarily disabled for 24 hours. This protects you from scammers who will attempt to change your account details and gives you time to notice any suspicious activity, secure your account, and report unauthorized changes before any money leaves your account.

2. Lock your savings instantly with Money Lock

Money Lock

One of the biggest concerns after falling victim to a phishing scam is how quickly fraudsters can transfer your money. Metrobank’s Money Lock feature lets you instantly lock part or all of your available balance directly from the app. Once locked, the funds cannot be transferred or used for transactions—including scheduled transactions—until you unlock them yourself. Even if someone gains access to your card, your Money Locked savings remain protected. Before locking your funds, make sure you have enough available balance to cover any upcoming or scheduled transactions to avoid disruptions.

3. Have extra protection through Geolocation checks

Geolocation

Metrobank has also added Geolocation as an additional layer of protection. The app checks whether a transaction is being initiated from your registered mobile device and your device’s location. If something appears unusual or inconsistent, the system can flag suspicious activity and help prevent unauthorized transactions from pushing through. While invisible during normal use, this feature works behind the scenes to strengthen account security.

4. Double-check who you’re sending money to with Payee Verification

Payee Verification

Ever worried about sending money to the wrong account because of a typo? Metrobank’s new Payee Verification feature helps reduce that risk. Before completing a transfer to another Metrobank account, the app displays a masked version of the recipient’s registered account name. This allows you to confirm that you’re sending money to the correct person before finalizing the transaction. It’s a simple addition that can help prevent costly transfer mistakes.

A safer way to bank online

These latest security upgrades reflect Metrobank’s ongoing commitment to making digital banking safer, while also aligning with the government’s wider efforts to combat scams under the Anti-Financial Account Scamming Act (AFASA) and the amendments introduced through BSP Circular No. 1213.

Customers can access the new features by updating their Metrobank App to the latest version. As digital fraud continues to become more sophisticated, using multiple security measures and understanding how they work can provide an added layer of protection and help keep your finances secure.

To know more and get the latest on Metrobank, visit their website, https://www.metrobank.com.ph/home and follow their official social media pages on Facebook, X, Instagram, and Tiktok.

SM Prime Holdings, Inc. (SM Prime) earned the Gold Award in the Transformation Category at the 2026 ESG Edge Impact Awards for its SM Waste Free Future initiative. The category recognizes organizations that have demonstrated significant progress in enhancing their sustainability performance and transforming their operational practices over time.

From Vision to Transformation

Through a collaborative network of stakeholders united by a shared goal, SM’s commitment to a waste-free future demonstrates its approach to creating meaningful and lasting change. Launched in 2024 at SM Mall of Asia, SM Waste Free Future marked the beginning of a group-wide effort to promote waste circularity and implement standardized waste segregation across SM properties.

At the heart of the initiative is the idea that meaningful and lasting waste reduction starts with simple, everyday actions. Guided by the theory of change, the program began by examining daily waste generation and evaluating existing waste segregation practices. This led to the introduction of the three-bin system—Recyclable, Disposable, and Compostable (RDC)—designed to make waste segregation simpler and more accessible while encouraging consistent, positive habits over time.

The 2024 nationwide launch of SM Waste Free Future.

Early days of employee engagement and awareness-building.

Closing the loop, however, requires more than improving waste management practices. In 2025, a year after its launch, SM Prime achieved an 80% diversion rate for non-hazardous waste away from landfills. Achieving this level of diversion means sustained commitment and strategic investment in the program.

A key enabler is SM GUUN Environmental Company, Inc. (SGECI), a waste-to-fuel facility in Consolacion, Cebu, that transforms disposable waste into alternative fuel for major cement manufacturers such as Holcim and APO Cement, advancing both waste diversion and circularity goals by keeping materials in productive use.

SGECI’s expanded ecosystem includes Asia Brewery, PetValue, Nature Springs, and Concreat to recover, process, and repurpose waste materials generated across SM properties and smaller businesses in the area. It has processed more than 6,000 metric tons of waste in 2025, helping divert valuable resources away from landfills.

Through SGECI, SM Prime invests in critical waste infrastructure to help the country address its waste challenges.

Turning circularity into movement

Behind every framework, however, lies the collective action critical to any program. SM Cares, the corporate social responsibility arm of SM Supermalls, leverages its social media presence to engage communities, especially the youth, in active participation toward a waste-free future. Last year’s International Coastal Cleanup had 48,000 volunteers – the largest gathering of coastal warriors to date.

“Creating a waste-free future requires everyone to play a role—from employees and partner-tenants to local governments, communities, and customers,” says Engr. Liza B. Silerio, SM Supermalls VP for Compliance and Sustainability.

 “It is always a challenge at the start, but I’m proud of how far we have come. By working together, we can turn waste challenges into opportunities for positive environmental impact,” said Silerio.

SM Prime representatives with Engr. Liza B. Silerio (left middle), SM Supermalls VP for Compliance and Sustainability; Dr. Louernie de Sales (right middle), SM Prime VP for Sustainability and President of SGECI; Ms. Katrina Dalusong (leftmost), Philippine Daily Inquirer’s Director for Group Sales; and Philippine Daily Inquirer Business Section Editor, Ms. Tina Arceo-Dumlao (rightmost).

Led by the SM Green Movement, SM Waste Free Future continues to strengthen SM Prime’s circular economy efforts by uniting employees, tenants, partners, and communities around a shared commitment to responsible waste management and circularity.

“This recognition reflects the power of collaboration in attempting to do what is impossible. The award belongs to everyone who has contributed to the journey. It demonstrates that when we unite behind a common purpose, we can achieve transformation at scale,” says Louernie de Sales, SM Prime VP for Sustainability and President of SGECI.

Jobseekers explore career opportunities and connect with recruiters during one of SM Job Fair’s nationwide hiring events, bringing employment closer to communities across the country.

As the workplace continues to change, securing a job is only one part of building a successful career. Staying competitive also requires continuously developing new skills and having convenient access to resources that support professional growth. This August, SM Supermalls continues to expand opportunities for Filipinos through its nationwide SM Job Fair program, connecting jobseekers with employment opportunities, free upskilling programs, and accessible government services to help them prepare for the evolving demands of the workplace. More than just a recruitment event, SM Job Fair has grown into a platform that empowers Filipinos throughout their career journey. By bringing together employers, learning opportunities, and essential government services, the program provides jobseekers with the tools and support they need at every stage of employment.

Reputable and prestigious employers from PMAP’s network like BDO and Coca-Cola, open doors to jobseekers during the two-day career event at SM City North EDSA last year.

PMAP Mega Job Fair headlines August lineup

Leading this month’s activities is the PMAP Mega Job Fair, happening on August 10–11 at the SM City North EDSA Skydome in partnership with the People Management Association of the Philippines (PMAP). Held in celebration of PMAP’s 70th Anniversary, this year’s event carries the theme “HumanITy Forward 2026: Empowering Talent in a Digital World,” bringing together top employers, HR professionals, graduating students, alumni, fresh graduates, career shifters, and jobseekers under one roof. The event builds on the Memorandum of Understanding between SM Supermalls and PMAP, reflecting their shared commitment to developing a future-ready Filipino workforce through employment, career development, and continuous learning.

Thousands of jobseekers filled SM City Fairview during a previous SM Group Job Fair, where applicants explored career opportunities and connected with recruiters under one roof. This year’s SM Retail Job Fair continues SM Supermalls’ commitment to bringing employment opportunities closer to communities.

SM Retail Job Fair offers careers within the SM Group

Jobseekers can also explore exciting opportunities at the SM Group Job Fair on August 18 at the Mall Atrium of SM City Fairview. In partnership with SM Retail, Department of Labor and Employment (DOLE), Quezon City Public Employment Service Office (PESO), PSAC Jobs, PCCI, ECOP, and PHILEXPORT, the one-day hiring event offers applicants the opportunity to pursue careers across the country’s largest retail network—from department stores and supermarkets to fashion, home, and specialty retail brands. Applicants will have the chance to meet recruiters, submit applications, and participate in on-the-spot interviews.

Each event provides jobseekers with direct access to employers from various industries while allowing them to explore multiple career opportunities in one convenient location.

More job opportunities across the country

SM Supermalls continues to bring career opportunities closer to communities through its nationwide Job Fair program in partnership with DOLE and local PESO. Upcoming August Job Fair schedules include:

• August 10–11–SM City North EDSA Skydome
• August 12– SM City Daet
• August 13 – SM City Trece Martires
• August 13– SM City Tuguegarao
• August 18– SM City Fairview
• August 22– SM Seaside City Cebu
• August 24– SM Mall of Asia
• August 25– SM City Davao
• August 27– SM City Trece Martires

Building future-ready skills beyond the job fair

Recognizing that employability goes beyond getting hired, SM Supermalls continues to expand its free upskilling initiatives in partnership with government agencies, educational institutions, and industry organizations. These learning sessions equip participants with practical competencies in areas such as digital literacy, cybersecurity, career readiness, artificial intelligence, and other emerging workplace skills that help prepare Filipinos for today’s rapidly evolving job market.

Upcoming free upskilling sessions include:

• August 1 – SM City North EDSA
• August 1 – SM Mall of Asia
• August 8 – SM City North EDSA
• August 8 – SM Mall of Asia
• August 15 – SM City North EDSA
• August 22 –SM City North EDSA
• August 22 – SM Mall of Asia
• August 29 –SM City North EDSA

Schedules and participating malls may change without prior notice. For updates and the latest list of participating malls, scan the QR Code, visit SM Supermalls Job Fair Page and follow SM Supermalls’ official social media pages.

Who says learning can’t be fun? Participants enjoyed hands-on activities in AI-powered design, robotics, and cybersecurity during DICT’s free digital upskilling session at the SM Government Service Express (GSE) in SM North EDSA, helping build future-ready skills through the SM Job Fair initiative.

AI and Canva Training Participants explore Canva’s AI-powered design tools during DICT’s free digital skills training at the SM Government Service Express (GSE) in SM North EDSA, equipping learners with practical creative and workplace-ready digital skills.

Participants attend DICT-ILCDB’s free training on Introduction to Information Security Frameworks and Risk Management at the SM Government Service Express (GSE) in SM Mall of Asia. Conducted in partnership with SM Job Fair, the session equips IT professionals with practical cybersecurity skills for today’s digital workplace.

While many upskilling sessions are conducted in activity areas and learning venues across SM malls, selected SM Government Service Express (GSE) locations are also being activated as Upskilling Hubs, allowing communities to access free learning opportunities within these dedicated spaces.

Participants discover the power of artificial intelligence through the AI for ALL learning session at the SM Government Service Express (GSE) in SM City Manila. Through the SM Job Fair initiative and partnerships with APC and IBM SkillsBuild, SM Supermalls continues to make future-ready AI and digital skills more accessible to students, jobseekers, and professionals.

A one-stop hub for jobseekers

To make the employment journey even more convenient, many SM Job Fairs are complemented by the SM Government Service Express (GSE), available in select SM malls nationwide. Serving as a one-stop hub for government services, GSE enables jobseekers to conveniently process employment-related requirements and access essential services from partner government agencies—all within the convenience of an SM mall.

By bringing together job opportunities, government services, and free learning programs, SM continues to make the path from employment to career growth more accessible. According to Joaquin San Agustin, Executive Vice President for Marketing of SM Supermalls, the company believes that creating opportunities goes beyond the hiring process. Through its nationwide SM Job Fairs, free upskilling programs, and SM Government Service Express, SM aims to help communities find employment, build future-ready skills, and access essential government services conveniently within their communities.

More than a one-stop government service hub, the SM Government Service Express (GSE) at SM City Manila also hosts free upskilling initiatives through strategic partnerships, making learning and career development more accessible to communities.

Creating More Pathways to Opportunity

With the combined support of SM Job Fair, SM Government Service Express, and its expanding range of free upskilling programs, SM Supermalls continues to provide meaningful opportunities for Filipinos navigating an increasingly competitive and digital workplace. Whether looking for a first job, considering a career change, or gaining new skills for future opportunities, SM remains committed to creating accessible spaces where communities can work, learn, and grow. To learn more about upcoming SM Job Fairs, free upskilling sessions, and SM Government Service Express locations, visit www.smsupermalls.com or follow SM Supermalls on Facebook.

SM Cares’ multi-mall mental health caravan created safe spaces for young people to share, connect, and build resilience

When it comes to mental health, it is essential to create spaces where young people can express themselves, feel heard, and be reminded of their worth. Providing safe environments where they can openly share their thoughts and reach out for support is more important than ever.

As part of its commitment to empowering the next generation of Filipinos and building stronger communities through meaningful youth experiences, SM Cares launched Better Days: A Youth Mental Health Caravan. The initiative was organized in partnership with Mental Health Youth Hub PH, I AM MAD (Making A Difference), the National Youth Commission, and Global Peace Foundation Philippines.

The multi-mall initiative was geared toward creating safe, welcoming spaces where young people could speak openly about their experiences, learn practical ways to care for their mental well-being, and discover that they do not have to face difficult days alone.

Held at the SM North EDSA Skydome last July 3 to be followed by activations at SM Center Pulilan Atrium and SM City Molino Cinema 1  the caravan carried the theme, “A Space for Sharing of Hope, Creating Connections, and Building Better Communities.”

“At SM Cares, we believe a stronger nation begins with young people who know that their lives matter, that their voices have value, and that there are people and communities ready to stand beside them, said Joaquin San Agustin, Executive Vice President for Marketing of SM Supermalls.  “And when young people feel heard, valued, and supported, they become better equipped to face challenges, care for others, and take part in building the communities they want to live in.”

Through conversations, panel discussions, activities, and messages from youth advocates and resource speakers, participants envisioned how days could get better and how they can help create them—for themselves and for others. The program encouraged young people to share their struggles, strengthen their resilience, and make every day self-care a routine.

Mental health advocates and friends of the cause such as broadcaster and television personality Kuya Kim Atienza joined the featured speakers at the SM North EDSA leg, helping inspire participants through conversations on well-being and resilience.

Better Days was carried out by SM Cares in collaboration with Mental Health Youth Hub PH, I AM MAD (Making A Difference), the National Youth Commission, and Global Peace Foundation Philippines, with support from the Global Youth Summit.

The initiative came after SM Cares, the National Youth Commission, represented by Commissioner Undersecretary Joseph Francisco “Jeff” Ortega, and Mental Health Youth Hub PH signed a memorandum of understanding on June 24. The agreement formalized the organizations’ collective commitment to promoting youth mental health and well-being, laying the groundwork for the Better Days initiative.

Three award-winning campaigns showcase how SM Supermalls transforms insights into experiences that resonate with Filipino communities.

SM Supermalls’ two Gold Awards and one Silver Award at the Marketing Excellence Awards 2026 recognize the company’s commitment to cultural storytelling, consumer insights, and impactful launch marketing.

Effective marketing is more than simply gaining attention—it is about building authentic connections. At SM Supermalls, campaigns are rooted in a deep understanding of the communities they serve, from highlighting local culture and consumer insights to developing launches that capture the unique character of each location.

This community- and consumer-focused approach earned SM Supermalls recognition at the Marketing Excellence Awards 2026, where it took home two Gold Awards and one Silver Award, highlighting its commitment to delivering meaningful and memorable experiences for Filipino communities.

Recognized at the 2026 Marketing Excellence Awards, SM Supermalls’ winning campaigns celebrate local culture, deepen consumer understanding, and create meaningful experiences for communities nationwide.

One of the Gold Awards recognized SM Lanang’s Mindanao Art for Excellence in Cultural Storytelling. More than an art initiative, the campaign transformed the mall into a platform for Mindanao’s artists, showcasing local creativity while fostering a deeper appreciation for Mindanao’s rich artistic heritage. By bringing art closer to everyday audiences, SM Lanang created meaningful cultural experiences that resonated beyond the gallery walls.

Another Gold Award was given to the SM Supermalls Consumer Insights Program under Excellence in Consumer Insights/Market Research. Built on continuous listening and data-driven consumer understanding, the program enables SM Supermalls to create more relevant experiences, strengthen customer engagement, and respond to the evolving lifestyles of the communities it serves nationwide.

Completing the recognition was a Silver Award for the SM City La Union Grand Opening in the Excellence in Launch Marketing category. The campaign went beyond introducing a new mall—it celebrated La Union’s identity and growing community, welcoming residents and visitors with experiences that reflected the province’s vibrant culture while establishing SM City La Union as Northern Luzon’s newest lifestyle destination.

“At SM Supermalls, we believe meaningful marketing starts with understanding people,” said Joaquin L. San Agustin, SM Supermalls Executive Vice President for Marketing. “Whether we’re celebrating local culture, learning from our customers, or opening new spaces that serve communities, our goal has always been to create experiences that genuinely resonate. These recognitions inspire us to continue creating programs that are relevant, purposeful, and meaningful for every Filipino.”

The awards highlight SM Supermalls’ ongoing dedication to creating experiences driven by consumer insights, inspired by local communities, and built around authentic connections. As the country’s most-loved mall, SM Supermalls continues to deliver meaningful, maxed-out experiences that showcase the people, places, and stories that give each community its distinct character.

The iconic MOA Globe lights up during the launch of the Unified 911 for Resilience: National Campaign, a nationwide initiative led by the DILG in partnership with SM Prime to promote emergency preparedness.

SM Prime Holdings, Inc. has joined forces with the Department of the Interior and Local Government (DILG), Philippine National Police (PNP), and Bureau of Fire Protection (BFP) to introduce the Unified 911 for Resilience: National Campaign. The nationwide initiative seeks to raise public awareness of emergency preparedness while fostering a more unified and efficient emergency response system throughout the country.

Launched at the SM Mall of Asia Globe as part of National Disaster Resilience Month, the campaign gathered over 2,000 representatives from the DILG, BFP, PNP, local government units, barangays, and other partner organizations. Together, they highlighted the importance of collective action in creating safer and more disaster-resilient communities.

“At SM, we believe that resilience is a shared responsibility. Building safer, more prepared communities requires the government, businesses, and citizens to work together toward a common purpose,” said SM Supermalls Vice President for Operations Junias M. Eusebio.

“It is an honor for SM to be the private sector partner and to stand alongside the DILG, the PNP, and the Bureau of Fire Protection in launching the Unified 911 for Resilience: National Campaign,” he added.

SM Supermalls Vice President for Operations Junias M. Eusebio underscores the importance of public-private collaboration in building safer and more resilient communities during the launch of the Unified 911 for Resilience: National Campaign.

One of the campaign’s highlights was the simultaneous activation of Unified 911 campaign materials across SM Prime’s nationwide digital network, including the iconic MOA Globe and nearly 400 cinema screens nationwide. The synchronized rollout amplified the campaign’s message, leveraging SM’s extensive footprint to reach millions of Filipinos and encourage greater awareness of the country’s emergency response initiatives.

Department of the Interior and Local Government Secretary Jonvic Remulla graced the launch of the Unified 911 for Resilience campaign.

Department of the Interior and Local Government Secretary Juanito Victor C. Remulla and Pasay City Mayor Emi Calixto-Rubiano led the event alongside senior officials from the DILG, the Philippine National Police, the Bureau of Fire Protection, the Bureau of Jail Management and Penology, the Office of Civil Defense, the Philippine Coast Guard, the Emergency 911 National Office, and the City Government of Pasay.

Through its collaboration with the DILG and other government agencies, SM Prime continues to back programs focused on public safety, disaster preparedness, and strengthening community resilience. Leveraging its extensive network of malls and digital channels nationwide, the company helps amplify initiatives that provide Filipinos with essential information and foster greater awareness of emergency preparedness.

As a leading integrated property developer in the Philippines, SM Prime remains dedicated to partnering with both the public and private sectors in creating safer, stronger, and more resilient communities for Filipinos nationwide.