Philippines – In March 2025, a powerful movement swept across the Philippines, igniting inspiration and action in the name of women’s empowerment and community resilience. “Women on Fire 2025: Empowering Women, Building Resilient Communities,” an initiative spearheaded by SM Cares, emerged as a beacon of hope and strength. Timed perfectly with National Women’s Month and Fire Prevention Month, this campaign shines a spotlight on the invaluable contributions of women—particularly female firefighters, emergency responders, and community leaders in fostering safety and resilience nationwide.

A Purple Start to Empowerment

The journey began on February 28, 2025, with the breathtaking Purple Illumination Ceremony. Partnering with the United Nations Philippines and the Philippine Commission on Women (PCW), SM Cares transformed the iconic SM Mall of Asia Globe and mall façades across the country into glowing symbols of justice, dignity, and women’s rights—bathed in vibrant purple. This dazzling kickoff marked the official launch of National Women’s Month, setting the stage for a series of impactful events aimed at uplifting women and strengthening communities.

Fire Safety Takes Center Stage

On March 4, 2025, the 4th SM & BFP Nationwide Simultaneous Fire Drill brought the campaign’s mission to life. Organized in collaboration with the Bureau of Fire Protection (BFP), this event unfolded across SM malls, with the SM Mall of Asia serving as the flagship venue. The highlight? The Fire Square Roadshow, where hundreds of participants—from everyday citizens to first responders—engaged in hands-on fire safety demonstrations and training. This wasn’t just a drill; it was a powerful statement about preparedness and the pivotal role women play in protecting their communities.

Celebrating Women in All Sectors

The momentum continued on March 5, 2025, with the National Women’s Month Celebration Kickoff at SM Mall of Asia. Co-led by SM Cares and the PCW, this event embraced the theme “Babae sa Lahat ng Sektor, Aangat ang Bukas sa Bagong Pilipinas” (Women in All Sectors, Uplifting Tomorrow in the New Philippines). It was a vibrant celebration of women from all walks of life, with a special focus on empowering those from marginalized communities. Attendees enjoyed thought-provoking gender equality discussions, a trade fair showcasing women-led micro, small, and medium enterprises (MSMEs), and free services like medical check-ups and legal consultations. Meanwhile, the Women LEAD Forum, co-hosted with the Department of the Interior and Local Government (DILG), dove deep into the critical role women play in grassroots disaster resilience.

A Movement That Reaches Thousands

“Women on Fire 2025” wasn’t just an event—it was a movement. Through strategic partnerships with government agencies and private organizations, the initiative touched the lives of over 25,000 participants. It became a dynamic platform for education, awareness, and empowerment, proving that when women are uplifted, entire communities thrive. As Atty. Pearly Joan Turley, SM Cares Program Director for Women, eloquently stated, “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.”

Why It Matters

This campaign underscores a universal truth: women are not just participants in building resilient communities they are leaders, innovators, and change-makers. By blending fire prevention advocacy with gender equality, “Women on Fire 2025” sets a new standard for inclusive community-building. From the purple-lit SM Mall of Asia Globe to the hands-on training at the Fire Square Roadshow, every moment of this initiative radiates strength, unity, and hope for a safer, more equitable future.

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

To reinforce its commitment to creating safe environments, SM Cares held the 3rd Nationwide Safe Spaces Act Orientation on March 4 and 6, engaging more than 12,000 participants across 86 SM malls nationwide. This initiative educated students, employees, tenants, and security personnel on the importance of maintaining harassment-free spaces in malls and workplaces.

For more updates on SM Cares’ initiatives, visit the official website or follow @SMCaresOfficial on social media