SM mallgoers have achieved something truly remarkable, donating 50,000 SM Bears of Joy to children in underserved communities. In partnership with Toy Kingdom, this milestone was part of a record-breaking campaign where 100,000 bears were sold, thanks to the collective generosity of shoppers who came together to brighten the season for those in need.
An annual initiative of SM Cares, the SM Bears of Joy campaign invites shoppers to purchase a pair of specially designed plush bears—one to keep and another to share. This year’s theme, “Hug-a-Mood,” featured four unique bears: Mikah, the curious explorer; Ash, the shy friend; Bree, the spirited adventurer; and Ronnie, the creative dreamer, each embodying the warmth of the season.
Beyond the numbers, the true impact lies in the ripples of kindness this campaign created. Each donated bear represents a community united in giving, spreading not just joy but hope, and showing that even small gestures can spark meaningful change.
In a truly heartwarming display of generosity and compassion, the SM malls in Cagayan de oro in collaboration with Rotary Club Kalayaan Chapter, DSWD 10, and the dedicated members of JCI Macajalar24K, have brought joy, light, and much-needed hope to the lives of several vulnerable communities. The recipients included the resilient young girls at the Home for Girls, the children of the Leukemia Patients and Parents Organization (LEUPAPO), and the kids of the Daycare Development Center in Xavier Ecoville, Barangay Lumbia. This inspiring partnership not only helped uplift their spirits but also reminded them that they are not alone in their journey—proving that even in the face of unimaginable hardship, kindness and support can prevail.
“Conducting this community project gave us an avenue for active involvement in enriching our knowledge on community service, fostering a shared investment in the well-being of others, and encouraging engagement within and between JCI members, SM Care, and its beneficiaries,” said Ms. Richelle Starr Adorio, Vice President for Community, JCI Macajalar24K. “It also strengthens our communal bond as we work towards building a better, more supportive society for all.”
This initiative also reminds us that the holidays are a time to create special memories, especially for children who may not always feel the season’s merriness. Through the unwavering compassion of SM shoppers, the Bears of Joy initiative delivered smiles, warmth, and a powerful message of love to children nationwide.
SM Cares is the corporate social responsibility arm of SM Supermalls, supporting initiatives focused on communities and the environment. Its advocacies include Programs for the Environment, Persons with Disabilities, Women & Breastfeeding Mothers, Children & Youth, Senior Citizens, and the SM Bike-friendly initiative. To learn more about these programs, visit www.smsupermalls.com/smcares.
