SM Supermalls begins 100 Days of Happiness

To kickstart the Christmas countdown, SM Supermalls began its 100 Days of Happiness last Sept. 16 to create a circle of happiness with 76 participating malls, shoppers, the marginalized communities of 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 programs which we will offer to our shoppers who, in turn, give them to friends and family and ultimately, benefit the communities that created these products,” said SM Supermalls president Steven Tan.

Through the campaign, SM Supermalls encourages Filipinos to support the advocacies of individuals and organizations that provide opportunities and create livelihood for their communities. For this year, SM partnered with bag designer Zarah Juan, Spark PH, the Girl Scouts of the Philippines, the Association of Foot and Mouth Artists of the Philippines, UNICEF and the Quezon City local government for its Vote to Tote initiative, among others.

The launch event held at SM North EDSA The Block was attended by SM Supermalls’ 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 Nina Lim-Yuson; designer Zarah Juan and Brownies Unlimited marketing head Dustin Ngo.

For this year’s 100 Days campaign, 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.

Apart from the GSP partnership, SM Supermalls 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 Belmonte.

A Happiness Walk was conducted 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 Down 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 in the following SM malls: SM Aura Premier, SM Southmall, SM City Fairview, SM City North EDSA andSM Megamall.

And in the south of Metro Manila, 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.

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.