SM is strengthening its commitment to wildlife conservation with the launch of a new merchandise line dedicated to six of the Philippines’ most endangered species. This initiative, part of the “Save from Extinction” campaign, underscores the urgent need to protect these animals from extinction.
The campaign features plush toys representing the Philippine eagle, Philippine cockatoo, pawikan, dugong, tamaraw, and pangolin—species facing critical threats from habitat loss, poaching, and climate change.
“These animals are part of our natural heritage, and their future as well as their hope depends on what we do today,” said Hanna Carinna Sy, assistant vice president for marketing at SM Supermalls.
SM has expanded its offerings to include adult and children’s apparel available at select Kultura and SM Fashion stores in malls such as SM Podium, SM Mall of Asia, SM Aura, SM North EDSA, and SM Makati. The campaign invites a broad audience, from eco-conscious advocates to young animal enthusiasts, to support wildlife conservation through these merchandise purchases.
This campaign is a partnership between SM and the Department of Environment and Natural Resources (DENR), first launched in October 2024. It aims to raise P100 million to fund conservation programs for these six vulnerable species.
During the launch, DENR Secretary Maria Antonia Yulo-Loyzaga said that in 2024, with support from legislators, DENR secured resources to protect five species and later included the pangolin as the sixth species most in need of attention.
“Biodiversity loss is no longer a future risk. It is a current crisis. We are losing forests, wetlands, coral reefs, and other critical habitats faster than they can regenerate. Our species are pushed to the brink by illegal hunting, wildlife trafficking, pollution, and the growing impacts of climate change,” the DENR head pointed out.
Proceeds from the merchandise sales support conservation efforts by DENR and its partner organizations: Forest Foundation Philippines, Katala Foundation, Philippine Eagle Foundation, World Wide Fund for Nature–Philippines, D’Aboville Foundation, and the Zoological Society of London. These NGOs are committed to safeguarding the animals as part of a multisectoral effort.
To further support the campaign, Banco De Oro (BDO) Unibank, Inc. has partnered to provide donation channels accessible through BDO ATMs, branches nationwide, and the BDO Online app. All donations will go directly to partner NGOs focused on wildlife conservation.
Hanna Carinna Sy added that the campaign seeks to reach “young animal enthusiasts, eco-conscious advocates, and Filipino families” through stylish merchandise that also carries a message of urgency.
“This makes it easier for the public to contribute to protecting these species,” Sy said.
While the initiative’s long-term impact remains to be seen, it demonstrates how corporate partnerships can play a role in protecting the Philippines’ natural heritage. As more businesses join these efforts, conservation may become part of daily life, rather than a distant cause.
For more information, the public can visit www.smsupermalls.com/save-from-extinction.