SMAC raises P5.5M to feed families of Globe’s Hapag Movement

Within a brief exchange of handing your SMAC (SM Advantage Card), at a typical checkout at SM, you already helped support a family in need last holiday season.

It was made possible through SM’s support of the Hapag Movement, a program that address involuntary hunger in the Philippines, in partnership with Globe.

To celebrate the season of giving last year, SM Advantage Card (SMAC), the loyalty program of SM Retail Inc., joined the Hapag Movement to help provide much-needed support in bridging the food gap in the country.

Through the support of SMAC members, the campaign received PHP5.5 million in donations from December 15, 2022, to January 15, 2023. It contributed to supplementary feeding and livelihood initiatives by The Hapag Movement.

“This program is a true demonstration of the heart and generosity of SMAC members as well as the SM brands and its affiliates who came together and supported this campaign,” said Ms. Jeanette ‘Jay’ Beltran, SMAC Head of Sales and Marketing.

Ms. Beltran added how all SMAC membership cards sold and all purchases made with it converted a donation amount that exceeded expectations. With this, SMAC became a channel through which members were able to extend a lending hand to those experiencing involuntary hunger.

Creating a meaningful shopping experience

The partnership made for a more meaningful shopping experience, as every purchase of the card donated PHP50 to the Hapag Movement and other programs of the SM Foundation Inc.

Additionally, SMAC members who shopped at select items from SM’s retail businesses such as The SM Store, SM Beauty, SM Appliance, and other affiliate retail brands Kultura, Surplus, Our Home, Baby Company, Crate and Barrel, Levi’s, The Body Shop, Forever21, Ecco, and Miniso earned up to 1,000 extra SMAC points, with half of their points donated to the movement.

Ms. Beltran expressed her gratitude towards the members who helped raise so much in just one month.

“We are immensely grateful to our customers for choosing to shop for a cause by using SMAC,” she said. “Through your support, vulnerable families will get proper meals and livelihood training.

Addressing involuntary hunger

An estimated 2.7 million Filipino families experienced involuntary hunger in the first quarter of 2023, according to the latest Social Weather Stations survey.

“We are very grateful to SMAC and the SM Group for their generous support for the Hapag Movement,” said Globe Group Chief Sustainability and Corporate Communications Officer Yoly Crisanto. “This donation will significantly impact the lives of people experiencing involuntary hunger, especially as the movement aims to expand its reach this year to help more of our vulnerable kababayans.”

SM joined the Hapag Movement together with its implementing partners: the Ayala Foundation, Inc., Caritas Philippines, Tzu Chi Foundation, and World Vision, to fight against involuntary hunger with over 100,000 families supported.

SMAC, the loyalty program of SM Investments Corporation’s retail arm, offers access to the Group’s widest network of stores and services.