Women on Fire 2025: Empowering Women, Building Resilient Communities

In honor of National Women's Month and Fire Prevention Month, SM Cares created Women on Fire, a celebration of women's incredible leadership, strength, courage, and resilience in fire prevention, disaster response, and community safety.  Women on Fire, in conjunction with important government agencies and private organizations, provided as a platform for education, awareness, and empowerment, with approximately 25,000 participants across all activities.

SM Cares, in collaboration with the United Nations Philippines and the Philippine Commission on Women (PCW), launched Women's Month on February 28 with the Purple Illumination Ceremony, which illuminated the SM Mall of Asia (MOA) Globe and mall façades across the country.  The color purple, a widely known symbol of justice, dignity, and women's rights, kicked off National Women's Month in the Philippines, underscoring SM's commitment to gender equality and 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 feature that honored female 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 in SM malls nationwide, with SM Mall of Asia serving as the major location.  Hundreds of registered people took part in the Fire Square Roadshow, which included fire safety displays and interactive training sessions to improve preparation.

"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

The Philippine Commission on Women (PCW) and SM Cares organized the 2025 National Women's Month Celebration Kickoff at SM Mall of Asia on March 5, 2025.  With the theme "Babae sa Lahat ng Sektor, Aangat ang Bukas sa Bagong Pilipinas," the event sought to encourage women in a variety of fields, especially those from underrepresented groups.  A trade show featuring goods from women-led MSMEs, talks on gender equality and women's rights and leadership, and free services like livelihood assistance, legal advice, and health examinations were among its events. 

Meanwhile, the Women LEAD Forum, co-hosted by the Department of Interior and Local Government (DILG) and SM Cares, highlighted the critical role of women at the barangay and grassroots levels in disaster resilience.  The debate focused on how women-led projects improve neighborhood preparedness and can serve as models for national climate and catastrophe resilience programs.

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

To reaffirm its commitment to establishing safe settings, SM Cares hosted the 3rd Nationwide Safe Spaces Act Orientation on March 4 and 6, attracting over 12,000 participants from 86 SM malls nationwide.  This campaign educated students, employers, residents, and security officers about the need of creating harassment-free environments in malls and workplaces.

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.