In honor of National Women’s Month and Fire Prevention Month, SM Cares launched Women on Fire, celebrating the strength, leadership, and resilience of women in fire prevention, disaster response, and community safety. Through strategic collaborations with government and private sector partners, the initiative empowered over 25,000 participants with education, awareness, and hands-on training. By championing women’s vital role in safety and preparedness, Women on Fire helped build more resilient and disaster-ready communities.
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.
Igniting Change: A Purple Start to Women’s Month
Kicking off Women’s Month, SM Cares, in partnership with the United Nations Philippines and the Philippine Commission on Women (PCW), held the Purple Illumination Ceremony on February 28. The SM Mall of Asia (MOA) Globe and mall façades nationwide were lit in purple—a globally recognized symbol of justice, dignity, and women’s rights—signifying the beginning of National Women’s Month and reinforcing SM’s commitment to gender equality and women’s empowerment.
Strengthening Preparedness and Safety
A major highlight of the campaign was Women on Fire, which honored female firefighters, emergency responders, and community leaders for their critical roles in safety, fire prevention, and disaster preparedness.
On March 4, 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 serving as the main venue. Hundreds of participants actively engaged in the Fire Square Roadshow, where they participated in fire safety demonstrations and interactive training sessions designed to enhance emergency preparedness.
“Women are at the forefront of resilience. Through ‘Women on Fire,’ we celebrate their invaluable 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.
Women in Resilience: Leadership in Disaster Preparedness and Community Building
On March 5, SM Cares and the Philippine Commission on Women (PCW) led the 2025 National Women’s Month Celebration Kickoff at SM Mall of Asia. Aligned with the theme “Babae sa Lahat ng Sektor, Aangat ang Bukas sa Bagong Pilipinas,” the event aimed to empower women from all sectors, especially those from marginalized communities. Activities included discussions on gender equality, women’s rights, and leadership, as well as a trade fair showcasing products from women-led MSMEs. Free services such as medical check-ups, legal consultations, and livelihood support were also provided.
Meanwhile, the Women LEAD Forum, co-hosted by the Department of the Interior and Local Government (DILG) and SM Cares, emphasized the critical role of women at the barangay and grassroots levels in disaster resilience. The discussions highlighted how women-led initiatives strengthen community preparedness and serve as models for national climate and disaster resilience programs.
Championing Safe and Inclusive Spaces
Reaffirming its commitment to safe and inclusive environments, SM Cares conducted the 3rd Nationwide Safe Spaces Act Orientation on March 4 and 6. Engaging over 12,000 participants across 86 SM malls, the initiative educated students, employees, tenants, and security personnel on the importance of maintaining harassment-free spaces in malls and workplaces.