In recognition of National Women’s Month and Fire Prevention Month, SM Cares launched Women on Fire, a celebration of the remarkable leadership, strength, courage, and resilience of women in fire prevention, disaster response, and community safety. Through collaboration with key government agencies and private organizations, Women on Fire served as a platform for education, awareness, and empowerment, reaching over 25,000 participants across all initiatives.

The iconic SM Mall of Asia Globe lights up in purple to celebrate gender equality, together with SM Cares, United Nations Philippines, and the Philippine Commission for Women.

 

SM Cares, in partnership with the United Nations Philippines and the Philippine Commission on Women (PCW), kicked off Women’s Month on February 28 with the Purple Illumination Ceremony, lighting up the SM Mall of Asia (MOA) Globe and mall façades nationwide. As a globally recognized symbol of justice, dignity, and women’s rights, the color purple marked the start of National Women’s Month in the Philippines, reinforcing SM’s commitment to gender equality and empowerment.  

SM Megamall’s Time Sculpture turns purple in support of women empowerment.

Shoppers at SM North Edsa walk through the display at the LED Tunnel, a striking tribute to gender equality and women’s resilience.

Strengthening Preparedness and Safety

A key highlight of the campaign was Women on Fire, which recognized female firefighters, emergency responders, and community leaders for their role in safety, fire prevention and disaster preparedness. On March 4, 2025, SM Cares and the Bureau of Fire Protection (BFP) conducted the 4th SM & BFP Nationwide Simultaneous Fire Drill across SM malls nationwide, with SM Mall of Asia as the main venue. Hundreds of registered participants took part in the Fire Square Roadshow, engaging in fire safety demonstrations and interactive training sessions to strengthen preparedness.

"Women are at the forefront of resilience. Through ‘Women on Fire,’ we celebrate and honor their contributions and reaffirm our commitment to gender-inclusive safety efforts," said Atty. Pearly Joan Turley, SM Supermalls Senior Assistant Vice President of the Corporate Compliance Group and SM Cares Program Director for Women. 

A female mall-goer tries the fire fighter’s protective uniform at the Fire Square Roadshow of the Bureau of Fire Protection (BFP).

Students from the Philippine College of Criminology participate in the Fire Square Roadshow of the Bureau of Fire Protection (BFP).

Women in Resilience: Empowering Women as Leaders in Disaster Preparedness and Community Building

On March 5, 2025, SM Cares and the Philippine Commission on Women (PCW) led the 2025 National Women’s Month Celebration Kickoff at SM Mall of Asia. The event, centered on the theme “Babae sa Lahat ng Sektor, Aangat ang Bukas sa Bagong Pilipinas”, aimed to empower women across various sectors, particularly those from marginalized communities. Its activities included gender equality discussions on women’s rights and leadership, a trade fair showcasing products from women-led MSMEs and free services such as medical check-ups, legal consultations and livelihood support.

Meanwhile, the Women LEAD Forum, co-hosted by the Department of the Interior and Local Government (DILG) and SM Cares, emphasized the crucial role of women at the barangay and grassroots levels in disaster resilience. The discussion underscored how women-led initiatives strengthen community preparedness and serve as models for national climate and disaster resilience programs. 

The celebration also highlights the launch of the 50th Anniversary coffee table book, entitled as “From HerStory and Beyond: Five Decades of the Philippine Commission on Women”.

On Day 2 with PCW, SM Prime Vice President Jessica Bianca Sy emphasizes the significance of empowering women in our communities.

SM Cares Champions Safe and Inclusive Spaces with Safe Spaces Act Orientation

To reinforce its commitment to creating safe environments, SM Cares held the 3rd Nationwide Safe Spaces Act Orientation on March 4 and 6, engaging more than 12,000 participants across 86 SM malls nationwide. This initiative educated students, employees, tenants, and security personnel on the importance of maintaining harassment-free spaces in malls and workplaces.

SM Supermalls holds the 3rd Nationwide Orientation on the Safe Spaces Act with in the photo: Philippine Commission on Women (PCW) Officer in Charge Executive Director Nharleen Santos-Millar, SM Supermalls Senior Assistant Vice President (VP) of the Corporate Compliance Group (CCG) Atty. Pearly Joan Turley, PCW former Executive Director Atty. Khay Ann Magundayao-Borlado, SM Supermalls VP for CCG Liza Silerio, together with SM Supermalls security and janitorial personnel. 

Pasay City Mayor Emi Calixto-Rubiano (center) receives the DILG Certificate of Appreciation for Advancing Women’s Leadership for Community Resilience.

For more updates on SM Cares' initiatives, visit the official website or follow @SMCaresOfficial on social media.

Filipino rapper Alex Bruce delves into themes of resilience, achievement, and empowerment with her latest single "SWOOSH," released through Sony Music Entertainment.

Timely for International Women’s Month, the energizing hip-hop track carries a weighty beat and a powerful message. Originally crafted for a campaign by NIKE, a global activewear brand, in collaboration with FIBA, where Bruce serves as an ambassador, the song champions the spirit of 'Just Do It!'

In Bruce's words, "SWOOSH" embodies the ethos of NIKE's iconic slogan, urging individuals to take action in all aspects of life. Beyond mere lyrics, the track stands as an anthem, celebrating determination, self-belief, and seizing opportunities.

The young rapper unveiled "SWOOSH" during a halftime performance at FIBA 2023, marking a significant moment in her career. Reflecting on the experience, Bruce reminisces about the thrill of showcasing her artistry to a global audience. She particularly highlights the camaraderie shared with her fellow performers, including the dynamic ATEAM dancers, whose vibrant energy enhanced the show's impact.

“Performing at the FIBA halftime show was ‘the’ experience,” the BLING artist fondly shares. “Not only was I thrilled to be showcasing my artistry on such a huge stage, but I was also super excited to be joined by the amazing talents of ATEAM—sixteen dancers whose energy and passion added extra flavor and dimension to the performance.”

“SWOOSH” was produced for her by GOODSON and SHAQUIRO. Alex also vouched for her frequent producers’ level of talent and range and credited their mutual respect as one of the grounding elements that made the success of the collaboration possible.

“Plus, I am friends with them, which makes the working environment more fun and conducive to ideas,” Alex Bruce shares.

“SWOOSH” is out now on all digital music platforms worldwide via Sony Music Entertainment.