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SM Supermalls kicked off its “100 Days of Happiness” Christmas countdown last Sept. 16.
The campaign is aimed at creating a circle of happiness among 76 participating malls, shoppers, and the marginalized communities: women, persons deprived of liberty, artisans, cause-oriented organizations, and select local government units.
"We want to create a circle of happiness in all our SM Malls by featuring products of cause-oriented groups/programs,” said SM Supermalls president Steven T. Tan. “We will offer the products to our shoppers, who will give them to friends and family as presents, and ultimately benefit the communities that created them."
Through the campaign, SM Supermalls encourages Filipinos to support the advocacies of individuals and organizations that provide opportunities and create livelihood for their communities.
This year, SM has partnered with bag designer Zarah Juan, Spark PH, the Girl Scouts of the Philippines (GSP), the Association of Foot and Mouth Artists of the Philippines, UNICEF, and the Quezon City LGU for its Vote to Tote initiative, among others.
Held at SM North EDSA, the launch was attended by SM Supermalls president Steven Tan and SVP for Marketing Joaquin San Agustin, Quezon City Mayor Joy Belmonte, Vice Mayor Gian Sotto, and select councilors of the city; Spark PH founder Mica Teves; GSP president Dr. Nina Lim-Yuson; designer Zarah Juan; and Brownies Unlimited Marketing head Dustin Ngo.
Equipping young girls to lead and build the future, one box of brownies at a time
SM Megamall, along with nine other SM Malls, is collaborating with Brownies Unlimited and the Girl Scouts of the Philippines. For every purchase of a special GSP-themed box of brownies in-mall and via the SM Malls Online App, one girl will be sponsored with a GSP membership for a year.
"A lot of young girls across the country had such difficult times during the pandemic. Our membership dropped significantly. By buying a box, you can sponsor a girl for one year. She can learn so many things like being independent, loving her country more, and helping her community," said Yuson.
SM Supermalls recently helped the GSP vaccinate all its 70,000 members nationwide by providing them with convenient and safe COVID-19 vaccines.
SM shoppers can purchase a box of brownies from 46 Brownies Unlimited branches nationwide and the SM Malls Online App.
Giving hope to marginalized women and persons deprived of liberty
SM Supermalls has also partnered with the local government of Quezon City for its Vote to Tote program, Spark PH, and bag designer Zarah Juan to sell upcycled tarpaulin handmade tote bags sewn by marginalized women and female persons deprived of liberty.
"Christmas is all about giving. We are very happy that this year, the communities of Quezon City are included as beneficiaries in this program. And apart from helping the women in our communities, we are also able to help the environment by upcycling 70 tons of election tarpaulins that we've collected," said Mayor Belmonte.
"During the elections, there were tons of election campaign wastes. I wanted to do something and I thought I have my platform – my designs. If my designs can actually solve this problem, then it's worthwhile. Then I pitched the idea to Maica Teves, the founder of Spark PH. From there, we gathered all the help we can – from the Quezon City LGU, which will help us collect tarpaulins, the women communities that can help us create, and SM Supermalls who can provide us the platform to distribute," shared Juan.
A Happiness Walk was done to showcase the upcycled tote bags that shoppers can buy in SM Malls. Joining the Happiness Walk were men and women of substance including select Girl Scouts members Jeremy Lapena and Bernce Sevilla of the Downs Syndrome Association of the Phils.; Mylene Abiva of WomenBiz’ media celebrities Ces Oreña Drilon, and Gina Pareño, among others.
The proceeds of the upcycled tote bags will be given to the women PDLs in Camp Karingal, and the marginalized women of barangays Sto. Cristo, Greater Lagro, and Pinyahan in Quezon City. The tote bags will be sold at SM Aura Premier, SM Southmall, SM City Fairview, SM City North EDSA, and SM Megamall
Helping a community of artists
The SM Mall of Asia family will be partnering with the Association of Foot and Mouth Artists in selling painted Christmas cards to the shoppers.
"All these and more will start to unfold in the coming days as we continue spreading happiness across all SM Malls around the country. Let us not waste our next 100 days and use it to make one another happy by giving. Today, let the countdown begin to a hundred days of happiness!” Tan said.
This is the second time SM Supermalls has started a holiday countdown campaign. In 2021, the biggest mall network in the Philippines showed the world more than a hundred ways of giving through “100 Days of Caring.”
Underserved communities surrounding the 76 SM malls were provided with their urgent needs through in-kind and monetary donations by the malls, its various business units, and the employees.
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Editor’s Note: This article was provided by SM Supermalls.