Women on Fire 2025: Empowering Women, Building Resilient Communities

 

In honor of Fire Prevention Month and National Women's Month, SM Cares developed Women on Fire, a celebration of the incredible bravery, strength, leadership, and tenacity of women in community safety, disaster response, and fire prevention.  Over 25,000 people participated in all projects of Women on Fire, which provided a platform for empowerment, education, and awareness through partnerships with important government departments and private groups.

The Purple Illumination Ceremony, held on February 28 by SM Cares in collaboration with the Philippine Commission on Women (PCW) and the United Nations Philippines, illuminated the SM Mall of Asia (MOA) Globe and mall façades across the country to mark the beginning of Women's Month.  In the Philippines, purple, a color often associated with justice, dignity, and women's rights, signified the beginning of National Women's Month, reaffirming SM's dedication to gender equality and female empowerment.

SM Megamall’s Time Sculpture turns purple in support of women empowerment.

Shoppers at SM North Edsa walk through the display at the LED Tunnel, a striking tribute to gender equality and women’s resilience.

Strengthening Preparedness and Safety

Women on Fire was a campaign highlight that honored women firefighters, emergency responders, and community leaders for their contributions to safety, fire prevention, and disaster preparedness. On March 4, 2025, SM Cares and the Bureau of Fire Protection (BFP) held the 4th SM & BFP Nationwide Simultaneous Fire Drill across SM malls across the country, with SM Mall of Asia serving as the main venue. Hundreds of registered participants participated in the Fire Square Roadshow, where they watched fire safety demonstrations and interactive training sessions to bolster readiness.

"Women are at the forefront of resilience. Through ‘Women on Fire,’ we celebrate and honor their contributions and reaffirm our commitment to gender-inclusive safety efforts." ~Atty. Pearly Joan Turley, SM Supermalls Senior Assistant Vice President of the Corporate Compliance Group and SM Cares Program Director for Women

A female mall-goer tries the fire fighter’s protective uniform at the Fire Square Roadshow of the Bureau of Fire Protection (BFP).

Students from the Philippine College of Criminology participate in the Fire Square Roadshow of the Bureau of Fire Protection (BFP).

Women in Resilience: Empowering Women as Leaders in Disaster Preparedness and Community Building

SM Mall of Asia hosted the 2025 National Women's Month Celebration Kickoff on March 5, 2025, under the direction of SM Cares and the Philippine Commission on Women (PCW).  "Babae sa Lahat ng Sektor, Aangat ang Bukas sa Bagong Pilipinas" was the topic of the event, which sought to empower women in a variety of fields, especially those from underrepresented groups.  Discussions on gender equality, women's rights, and leadership were among its events. There was also a trade show with goods from women-led MSMEs and free services like livelihood assistance, legal advice, and health examinations. 

The Women LEAD Forum, which was co-hosted by SM Cares and the Department of the Interior and Local Government (DILG), highlighted the vital role that women play in disaster resilience at the barangay and grassroots levels.  Women-led projects improve neighborhood readiness and provide an example for national climate and catastrophe resilience programs, the conversation emphasized.

SM Cares Champions Safe and Inclusive Spaces with Safe Spaces Act Orientation

On March 4 and 6, SM Cares hosted the 3rd Nationwide Safe Spaces Act Orientation, which brought together over 12,000 attendees from 86 SM malls around the country to reaffirm its dedication to establishing safe spaces.  This program taught workers, residents, students, and security guards the value of preserving harassment-free environments in shopping centers and offices.

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.

For more updates on SM Cares' initiatives, visit the official website or follow @SMCaresOfficial on social media.