Cebuana Lhuillier, through its corporate social responsibility arm, Cebuana Lhuillier Foundation, Inc. (CLFI), has rolled out immediate relief operations under its “Tulong sa Pagbangon” (TSP) initiative to aid families affected by the recent earthquake that struck northern Cebu. The initiative underscores the company’s long-standing commitment to support communities during times of crisis.
In response to the devastation, CLFI has allocated an initial PHP500,000 from its disaster response funds, with priority given to Bogo City — the identified epicenter of the earthquake. The initial relief drive targets around 1,000 affected families, each set to receive tote bags filled with essential goods, including food packs, bottled water, sanitary products, and other necessities to help them get through the immediate aftermath of the disaster.
Additional contributions are also being mobilized through the ongoing TSP Donation Drive. Donated emergency supplies, such as E2G food bars and other relief goods, will be distributed alongside CLFI’s core aid packages to maximize assistance for earthquake survivors.
Jean Henri Lhuillier, President and CEO of Cebuana Lhuillier, reaffirmed the company’s dedication to standing with Filipinos in difficult times, “Cebuana Lhuillier has always been committed to standing by Filipinos in times of need. Our hearts go out to the families affected by this tragedy, and through CLFI, we are working to bring immediate aid and comfort as they begin their journey to recovery.”
The relief efforts are being implemented with the support of Cebuana RAPIDO, the company’s employee volunteer group specifically organized for disaster response initiatives. Volunteers began packing operations immediately, ensuring that goods can be deployed to Bogo City and neighboring affected areas within the next one to two days.
Jonathan Batangan, Executive Director of CLFI, emphasized that the initiative goes beyond material support. “Through Tulong sa Pagbangon, we want to assure affected families that they are not alone. With the help of our RAPIDO volunteers and the generosity of our donors, we will continue to deliver support to those who need it most,” he said.
To extend the reach of its assistance, CLFI is also calling on the public to contribute to the relief efforts. Cash donations are being accepted in all Cebuana Lhuillier branches nationwide and through designated bank accounts, including BPI E-Donate, UnionBank (1021-7002-3202), and BPI (307-107-3458). The organization stressed that every contribution, no matter the amount, will directly provide food, water, and critical on-site relief to families in need.
For years, the Cebuana Lhuillier Foundation has been at the forefront of disaster preparedness and resilience programs, consistently mobilizing employees and resources to provide aid during natural calamities. The Tulong sa Pagbangon initiative in Cebu continues this legacy, extending bayanihan spirit and concrete assistance where it is needed most.