In a major step toward enhancing public safety and disaster readiness, SM Prime Holdings, Inc. has partnered with the Department of the Interior and Local Government (DILG), the Philippine National Police (PNP), and the Bureau of Fire Protection (BFP) to launch the Unified 911 for Resilience: National Campaign.
This nationwide initiative aims to strengthen emergency preparedness, improve public awareness, and build a streamlined, highly coordinated emergency response system across the Philippines.
Uniting Public and Private Sectors for Public Safety
The official campaign launch took place at the SM Mall of Asia Globe in observance of National Disaster Resilience Month. Over 2,000 representatives from local government units (LGUs), barangays, the Bureau of Jail Management and Penology (BJMP), the Office of Civil Defense (OCD), the Philippine Coast Guard (PCG), and the Emergency 911 National Office gathered to advocate for safer, more disaster-resilient communities.
DILG Secretary Juanito Victor "Jonvic" C. Remulla and Pasay City Mayor Emi Calixto-Rubiano led the ceremony alongside key agency leaders and private sector executives.
"At SM, we believe that resilience is a shared responsibility. Building safer, more prepared communities requires the government, businesses, and citizens to work together toward a common purpose. It is an honor for SM to be the private sector partner alongside the DILG, PNP, and BFP in launching the Unified 911 for Resilience campaign," stated Junias M. Eusebio, Vice President for Operations at SM Supermalls.
Maximizing Digital Infrastructure for Emergency Awareness
A core highlight of the partnership is the simultaneous activation of Unified 911 educational messaging across SM Prime’s extensive digital asset network nationwide.
To ensure the public safety campaign reaches millions of citizens daily, SM activated the following communication channels:
The Iconic MOA Globe: Illuminated with campaign visuals as a central symbol of national resilience.
Nationwide Cinema Network: Broadcasted emergency preparedness spots across nearly 400 movie screens in the country.
In-Mall Digital Displays: Displayed real-time safety notices and emergency hotline guides across SM Supermalls nationwide.
By integrating emergency messaging into high-traffic retail and digital spaces, the campaign effectively educates citizens on using the official 911 hotline for immediate assistance during accidents, crimes, fires, and natural disasters.
Building Resilient Communities Across the Philippines
As one of Southeast Asia's leading integrated property developers, SM Prime continues to prioritize sustainability, public safety, and community welfare. Through strategic public-private partnerships (PPPs) with national government agencies, SM Prime leverages its commercial footprint to drive civic action and advance national disaster risk reduction and management (DRRM) goals.
This collaborative initiative establishes a critical benchmark for disaster response efficiency, reinforcing that proactive education and a unified emergency network are essential to protecting Filipino families and infrastructure.
| Key Campaign Pillars | Details & Strategic Objectives |
| Lead Agencies | DILG, PNP, BFP, Emergency 911 National Office, SM Prime Holdings |
| Primary Goal | Streamline emergency hotlines & promote nationwide public safety literacy |
| Media Reach | MOA Globe, 400+ Cinema Screens, LED Networks in 80+ Malls |
| Target Audience | Nationwide consumers, local communities, and LGU stakeholders |
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