Manila Bulletin

A Silver Stevie for SM Foundation, and Why the Work Is Never Done

- By Philip Cu Unjieng

Earlier this year, in April; for the very first time, the SM Foundation (SMFI) was conferred a Silver Stevie Award in the Innovation in Community Relations or Public Service Communicat­ions category at the ninth annual AsiaPacifi­c Stevie Awards. In response, SMFI Executive Director Debbie Sy expressed her deepest gratitude for the recognitio­n, and vowed to further continue and bolster the initiative­s of SMFI, all geared towards uplifting the lives of its stakeholde­rs, especially among the communitie­s where SM operates.

The winning entry was their ‘Spreading Social Good’, an extensive, multi-pronged developmen­t communicat­ion strategy that highlighte­d the social developmen­t opportunit­ies that SMFI was offering to its host communitie­s with initiative­s in education, in health and wellness, in sustainabl­e agricultur­e, and in disaster response. For Debbie Sy, “We hope that through this recognitio­n, we will be able to inspire others to join us in our social developmen­t cause and create more venues for collaborat­ion and program innovation­s for the benefit of grassroot communitie­s.”

“This recognitio­n given by the Asia-Pacific Stevie Awards organizers does not only celebrate the work we do, but more importantl­y, it inspires us to strive harder in spreading social good and make a positive impact on the lives of Filipinos.”

SM Foundation is the corporate social responsibi­lity arm of the SM group. While the Stevie Awards are the only business awards program that recognizes innovation in the workplace in all the 29 nations of the Asia-Pacific region. The Stevie’s are widely considered to be the world’s premier business awards.

With ‘Spreading Social Good’, SMFI invested in creating effective social media content on Facebook, Instagram, and other social media apps; content that would be informativ­e, helpful, and innovative in terms of how it would reach and be received by their stakeholde­rs and communitie­s. This began in earnest in 2020, when the pandemic had the SMFI Communicat­ions team looking for alternativ­e ways to reach their intended audience beyond the traditiona­l mediums of television, and newspapers.

What was impressive was how SMFI maximized the power of digital communicat­ions, also in the execution of their social good programs. For example, in launching their school buildings and health centers, they utilized Facebook and YouTube. In updating the agricultur­al knowledge of farmers, SMFI used blended learning as a strategy to push through with their training on sustainabl­e farming. As for their SM scholarshi­p program, virtual events enabled SMFI to engage, not only their scholars but also the parents, which in turn strengthen­s parental involvemen­t. In today’s world of rapid informatio­n, SMFI understood the importance of digital communicat­ion and its potential to help them broaden their reach.

Formed in 1983 by Henry Sy Sr. himself, the SM Foundation has always been part of the growth of the SM group. CSR has always been part of the DNA of the conglomera­te, and this concern for the communitie­s it serves, has been passed on from generation to generation. I’ve often heard this being emphasized and reiterated by Tessie Sy-Coson, and her daughter Mara Coson.

Pre-pandemic, it’s a general observatio­n of mine that CSR was viewed by many in the general public as a corporatio­n’s afterthoug­ht, or a vestige of their conscience - and it was difficult to put the spotlight on these efforts. If there is some silver lining to the health crisis whose shadow we’ve all lived under for more than two years now, it’s how CSR work has expanded, and became a focus of scrutiny - as a living embodiment of any company’s social responsibi­lity, and the role it plays in the community it thrives in.

For a company as big as SM and how it’s there in every corner of our nation, the SMFI is proof of the constancy with which the Group has taken this responsibi­lity over the decades. If anything, this Stevie Award is a form of third party validation of the diversity, resilience, and innovation of how SMFI operates. In a virtual ceremony held on June 29, the SM Foundation received their Silver Stevie Award.

 ?? ?? An active partner and supporter of Filipino farmers, SMFI provides farmers with modern farming skills and tools through its Kabalikat Sa Kabuhayan on Sustainabl­e Agricultur­e (Pre-pandemic photo)
An active partner and supporter of Filipino farmers, SMFI provides farmers with modern farming skills and tools through its Kabalikat Sa Kabuhayan on Sustainabl­e Agricultur­e (Pre-pandemic photo)
 ?? ?? Bringing hope in times of need. SMFI ensures to be one of the first responders during calamities and crises.
Bringing hope in times of need. SMFI ensures to be one of the first responders during calamities and crises.
 ?? ?? Highlighti­ng the importance of health in nation-building, SMFI upgrades community health centers, compliment­ed by its medical caravans across the country
Highlighti­ng the importance of health in nation-building, SMFI upgrades community health centers, compliment­ed by its medical caravans across the country
 ?? ?? Spreading Social Good: as part of their CSR operations, SMFI ensures to strategica­lly communicat­e their CSR programs which enabled them to bag a Silver Award in the ninth annual Asia-Pacific Stevie Awards.
Spreading Social Good: as part of their CSR operations, SMFI ensures to strategica­lly communicat­e their CSR programs which enabled them to bag a Silver Award in the ninth annual Asia-Pacific Stevie Awards.
 ?? ?? SMFI provides students with venues where they can hone their knowledge through its School Building Program (Pre-pandemic photo)
SMFI provides students with venues where they can hone their knowledge through its School Building Program (Pre-pandemic photo)
 ?? ?? SM School Building in Looc, Batangas. (Pre-pandemic photo)
SM School Building in Looc, Batangas. (Pre-pandemic photo)

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