SM Prime joins DILG in launching nationwide Unified 911 for Resilience campaign

 

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.

MANILA, Philippines, 8th August 2026 — SM Prime Holdings, Inc. has partnered with the Department of the Interior and Local Government (DILG), Philippine National Police (PNP), and the Bureau of Fire Protection (BFP) to launch the Unified 911 for Resilience: National Campaign, a nationwide initiative that aims to strengthen public awareness of emergency preparedness and promote a more coordinated emergency response system across the country.

Held at the SM Mall of Asia Globe in observance of National Disaster Resilience Month, the campaign brought together more than 2,000 representatives from the DILG, the Bureau of Fire Protection, the Philippine National Police, local government units, barangays, and other partner agencies for a unified call to build safer, more 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 partnership with the DILG and other government agencies, SM Prime continues to support initiatives that promote public safety, disaster preparedness, and community resilience. By utilizing its nationwide network of malls and digital platforms, the company helps extend the reach of campaigns that empower Filipinos with vital information and encourage a culture of preparedness.

As one of the country's leading integrated property developers, SM Prime remains committed to working with both the public and private sectors to help build safer, more resilient communities for all Filipinos.

SM Supermalls recognized for culture, consumer insights, and community marketing at the Marketing Excellence Awards 2026

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.

MANILA, Philippines, 8th August 2026 — Great marketing goes beyond capturing attention—it creates genuine connections. At SM Supermalls, every campaign begins with understanding the communities it serves, from celebrating local culture and uncovering consumer insights to creating launches that reflect the identity of a place.

This commitment was recognized at the Marketing Excellence Awards 2026, where SM Supermalls received two Gold Awards and one Silver Award, affirming its consumer-first approach to creating meaningful, maxed-out 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 recognitions reflect SM Supermalls’ continued commitment to creating experiences shaped by insight, inspired by local communities, and anchored in meaningful connections. As the country’s most-loved mall, SM Supermalls remains focused on delivering meaningful, maxed-out experiences that celebrate the people, places, and stories that make every community unique.