Multi-year partnership contributes to uplifting Filipino lives
Reaffirming its commitment to addressing involuntary hunger, SMAC has donated Php 14.93 million to Globe’s Hapag Movement, marking a significant milestone in Globe’s drive to beat involuntary hunger and uplift communities across the country in time for World Food Day.
This is the largest single corporate donation to date for the Globe-led hunger alleviation program, which supports the supplemental feeding and livelihood training of 100,000 Filipino families.
The funds were raised in the second round of SMAC’s partnership with the Hapag Movement, focusing on SMAC kits sold and members’ points donation through eligible purchases from SM Store and other SM retail partners from December 2023 to January 2024. The donation will be distributed to key mobilization and program implementation partners of the Hapag Movement, among them the Ayala Foundation, Tzu Chi Foundation, the United Nations World Food Programme, and World Vision.
The Hapag Movement has provided meals to over 154,000 family members, with 2,784 heads of households receiving livelihood training. Impressively, 2,361 of these individuals have successfully continued running their small businesses, highlighting the program’s role in fostering sustainable community growth.
“We are deeply grateful to our partners for closely working with us on this life-changing initiative. Together, we are creating a meaningful shift in consumer behavior, where Filipino shoppers are inspired to consider not only their personal needs but also the collective well-being,” said Yaracel S. Macalindong, VP for Sales and Marketing, SMAC.
The growing success of the partnership also reflects the importance of corporate collaboration in addressing social issues.
“Our partnership with SMAC is a testament to the power of collective action. Seeing the impact of the Hapag Movement firsthand among families we have supported so far is truly inspiring. We are incredibly grateful for this substantial donation from SMAC, which will help us expand our reach and provide vital support to families whose lives we have yet to touch,” said Yoly Crisanto, Globe’s Chief Sustainability and Corporate Communications Officer.
“SMAC’s partnership with Globe through The Hapag Movement has created valuable opportunities for our members to engage in meaningful contributions. It enables them to actively give back to their communities and make a lasting, positive impact on the lives of others. This collaboration empowers members to be part of something greater, fostering a sense of purpose and social responsibility,” said Kevin Hartigan-Go, Chief Operating Officer of Digital Advantage Corp (DAC).
Looking ahead to their third fundraising round in December, SMAC and the Hapag Movement are creating more opportunities for Filipino shoppers to transform their purchases into acts of kindness and community support.
SMAC’s first partnership with the Hapag Movement in 2022 raised Php 5.5 million, benefiting 55,000 individuals and counting. Year 2 received a boost from the participation of 13 different brands apart from SMAC: SM Appliance Center, SM Beauty, SM Fashion, The Body Shop, Crate & Barrel, ECCO, Forever 21, Kultura, Levi’s, Our Home, Simply Shoes, Sports Central, and Surplus. This alongside the doubled online engagement for last holiday’s campaign significantly increased the funds gathered for the cause.
Globe and SMAC encourage more companies to #UniteForHapag and work together to deliver impactful, long-term solutions for Filipino families in need, helping to create sustainable change that uplifts communities across the country. As it nears its multi-year target, the program will ramp up with expanded livelihood training initiatives and support for nutritious feeding in public schools through its partners to prevent child stunting.
Visit the Hapag Movement page on the Globe website to learn how to help.
