SM Supermalls has rolled out a sweeping nationwide campaign to rally support for Cebu after the devastation of Typhoon Tino, turning all 89 malls into hubs of relief, unity, and hope. Under the banner “All SM Malls Unite for Cebu,” the group mobilized resources through SM Foundation and SM Cares, lighting every mall in green at exactly 6 p.m.—a symbolic gesture of healing and collective strength. The synchronized illumination was unveiled during the SM City Cebu Christmas launch, transforming the chain’s holiday kickoffs into a powerful nationwide statement: the country stands with Cebu.
At the heart of the initiative is both symbolic and tangible support. During the launch, SM City Cebu honored frontliners—from CCDRRMO responders to firefighters and barangay welfare workers—by turning over 200 Bundles of Hope, recognizing their courage during the earthquake and typhoon response. SM’s relief efforts go far beyond ceremonies, deploying 8,000 Kalinga Packs through Operation Tulong Express, setting up donation booths in every mall to support ongoing relief, and dispatching the SM Mobile Clinic to deliver medical consultations, x-rays, ECGs, and other urgent services in hard-hit communities. Employees and agency workers in Cebu also received assistance, underscoring SM’s internal commitment to its people.
The campaign blends bayanihan with long-term empowerment, pushing not just relief but community recovery. SM Foundation and SM Cares emphasized that the initiative is part of a broader mission to strengthen disaster resilience and ensure sustainable support for families rebuilding their lives. As President Steven Tan put it, the effort is rooted in the belief that “the true gift of Christmas lies in giving,” and that every act of compassion—whether a donation or a moment of solidarity—helps light Cebu’s path forward.
Image from SM Supermalls