SM’s loyalty program raises PHP30M to help address lack of food security, quality education
To combat hunger and support education in the Philippines
Collaborating for good: SMAC and Globe executives as well as the campaign’s beneficiaries attended the turnover ceremony. From left to right: David Y. Jo, Head of Partnerships, Communications and Reports, UN World Food Programme; Eduardo C. Jimenez, Vice Chairperson, World Vision; Jun N. Godornes, Director for Resource Development, World Vision; Celerina R. Amores, Senior Director for Corporate Communications, Ayala Foundation; Yoly C. Crisanto, Chief Sustainability and Corporate Communications Officer, Globe; Kevin Y. Hartigan-Go, Chief Operating Officer of SMAC; and Yaracel S. Macalindong, VP for Sales and Marketing of SMAC.
PASAY CITY, PHILIPPINES – SMAC, the loyalty program of SM, raised nearly PHP30 million from December 2023 to January 2024 to help address involuntary hunger and lack of access to quality education across the country, in collaboration with Globe’s Hapag Movement and SM Foundation.
This is the second year that SMAC partnered with the Hapag Movement, which aims to deliver supplemental feeding and sustainable livelihood training for 100,000 Filipino families. Last year’s campaign raised PHP5.5 million which benefited 10,000 families.
SMAC supported the campaign wherein for every sale of a SMAC kit, P50 was donated to the campaign. In addition, for every eligible purchase from participating SM Retail affiliates, including SM Store, SM Fashion, SM Beauty, SM Appliance Center, Kultura, Our Home, Surplus, Sport Central, Silk Issues, Levi’s, Forever 21, The Body Shop, Echo, and Crate and Barrel, bonus points were donated to the campaign.
“We owe our success to the participation of our loyal SMAC membership. Every purchase they made, every point they donated, goes a long way to the underprivileged families. Together, we can build a future where no one goes hungry,” shared Kevin Hartigan-Go, Chief Operating Officer, SMAC.
This year, SMAC and Globe’s collaboration raised nearly 30 million points that will be donated to the Hapag Movement and to SM Foundation. Hartigan-Go underscored that “these will go into programs that will directly impact the lives of many Filipinos.”
United to make a difference
The recent June 2024 Social Weather Station (SWS) survey revealed that hunger in the country is at 17.6% from 14.2% in March 2024.
Hartigan-Go shared that “Hapag’s vision of fighting involuntary hunger resonates with SMAC, our retail partners, and our SMAC member base.”
Meanwhile, Yoly Crisanto, Globe’s Chief Sustainability and Corporate Communications Officer, underscored the significance of partnering with SMAC.
“This partnership goes beyond seasonal efforts, providing sustainable support to families. By helping stave off involuntary hunger and enabling households to improve their livelihood, we’re building a foundation for lasting change. We are excited to continue this work and invite other organizations to collaborate with us so that together, we can make a difference,” said Crisanto.
Partner organizations of the Hapag Movement include UN World Food Programme, Ayala Foundation, and World Vision Philippines.
“SMAC has proven that business and customers can unite to make a meaningful difference, and together we are helping build communities across the nation,” said Carmen Atayde, Director for Education, SM Foundation.
The donation will allow 35 underprivileged students to pursue and finish their education. On the 31st year of the SM Foundation, they have already supported 4,500 graduates.
Atayde also added that SMAC members who “simply chose to give have changed lives, especially for economically challenged but deserving students from vulnerable communities. SMFI shares with our fellow recipients, our fellow beneficiaries, the deep appreciation of SMAC’s big heart to make a difference in the lives of the underserved members of our society.”
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