SM Prime taps nationwide digital footprint to amplify Unified 911 campaign

SM Prime Holdings has activated its nationwide digital network, including nearly 400 cinema screens and the iconic SM Mall of Asia Globe, to amplify the Philippine government’s “Unified 911 for resilience” campaign and raise awareness of emergency preparedness among millions of Filipinos.

The property group 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 nationwide initiative, which aims to strengthen public awareness of emergency preparedness and promote a more coordinated emergency response system.

Launched at the SM Mall of Asia Globe as part of National Disaster Resilience Month, the campaign brought together more than 2,000 representatives from government agencies, local government units, barangays and partner organisations.

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As part of the launch, Unified 911 campaign materials were simultaneously activated across SM Prime’s nationwide digital network. The rollout leverages SM’s extensive physical footprint to extend the campaign’s reach and encourage greater awareness of the country’s emergency response initiatives.

“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,” said SM Supermalls vice president for operations Junias M. Eusebio.

DILG secretary Juanito Victor C. Remulla and Pasay City mayor Emi Calixto-Rubiano led the launch, alongside senior officials from the DILG, PNP, BFP, bureau of jail management and penology, office of civil defence, Philippine coast guard, emergency 911 national office and the city government of Pasay.

Through the partnership, SM Prime is using its network of malls and digital platforms as an amplification channel for public safety messaging, helping bring information on emergency preparedness to audiences across its nationwide footprint.

SM Prime said it remains committed to working with public and private-sector partners on initiatives focused on public safety, disaster preparedness and community resilience.

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