, Philippines
Photo from SM Supermalls.

SM Supermalls launches Christmas countdown campaign for marginalised communities

A total of 76 malls will be participating in the initiative.

Philippines-based SM Supermalls started its 100 Days of Happiness campaign last 16 September to mark the countdown for Christmas and provide a livelihood to marginalised communities.

In a statement, SM Supermalls said the drive aims to provide opportunities and create a livelihood for women, persons deprived of liberty, artisans, cause-oriented organisations, and select local government units.

"We want to create a circle of happiness in all our SM malls by featuring products of cause-oriented programs which we will offer to our shoppers who, in turn, give them to friends and family, and ultimately, benefit the communities that created these products," said SM Supermalls President Steven T. Tan.

READ MORE: Southeast Asia’s luxury retail industry shows resilience: report

SM said 10 malls are collaborating with Brownies Unlimited and the Girls Scouts of the Philippines (GSP), to sponsor one girl with a GSP membership for a year for every purchase of a GSP-themed box of brownies in-mall and through the SM Malls Online App.

The mall also partnered with the Quezon City government, Spark PH, and bag designer Zarah Juan for the Vote to Tote programme where they sell upcycled tarpaulin-handmade tote bags that were sewn by marginalised women and female persons that were deprived of liberty.

SM Mall of Asia will work with the Association of Foot and Mouth Artists to sell painted Christmas cards.

It added that underserved communities around the 76 SM malls will be given their urgent needs through in-kind and monetary donations.

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