SM Foundation Earns Silver Anvil Award for its #SpreadingSocialGood Online Campaign

SM Foundation (SMFI) received a Silver Anvil Award under the PR Tools, Multimedia category from the Public Relations Society of the Philippines for its #SpreadingSocialGood Stories Online campaign. The initiative strengthened the Foundation’s digital presence and translated online engagement into tangible social impact. Through strategic storytelling on Facebook, SMFI grew its online community to more than one million followers and deepened engagement around its social good initiatives.

Grounded in the belief that stories can inspire action, SMFI continues to invest in social media as a platform to amplify social good, inspire more Filipinos, and honor the enduring legacy of SM founder Henry “Tatang” Sy Sr., whose vision of creating opportunities for Filipinos continues to resonate across generations. Alongside Facebook, the Foundation maintains an active presence on Instagram and TikTok, extending the reach of its social good stories across multiple platforms and audiences.

The #SpreadingSocialGood Stories Online campaign was designed to bring the Foundation’s mission to life by sharing authentic, people-centered stories on Facebook, a platform used by around 102 million Filipinos to connect, engage, and discover, while complementing these efforts with platform-specific content on Instagram and TikTok. Through dynamic and audience-focused storytelling, the campaign ensured that SM Foundation’s narratives remained visible, relatable, inclusive, and accessible, while encouraging partners and communities to take part in life-changing programs through collaboration.

By combining meaningful storytelling with deliberate digital engagement, SM Foundation shows how social media can go beyond communication and become a catalyst for action, a gateway to opportunities, and a space for nationwide collaboration. With every like, share, and comment, more Filipinos are drawn into a shared mission to uplift communities and spread social good across the country, reflecting Henry “Tatang” Sy Sr.’s philosophy of people helping people.

SM Investments Senior Assistant Vice President Victor Chan (third from left), Anne Racoma, SMFI External Programs Manager (second from left), Joy Guevarra, SMFI Manager for Partnerships (third from right), and Darel Colarina, SMFI Senior Program Manager for the Livelihood Program (second from right), receive the Silver Anvil Award from the Public Relations Society of the Philippines, recognizing SM Foundation’s #SpreadingSocialGood Stories Online campaign and its effective use of digital storytelling to drive meaningful social impact.

SM Investments Senior Assistant Vice President Victor Chan (second from left), Anne Racoma, SM Foundation External Programs Manager (first from left), Joy Guevarra, SM Foundation Manager for Partnerships (second from right), and Darel Colarina, SM Foundation Senior Program Manager for the Livelihood Program (rightmost), receive the Silver Anvil Award from the Public Relations Society of the Philippines.

The Silver Anvil Award trophy received by SM Foundation for its #SpreadingSocialGood Stories Online campaign, recognizing the Foundation’s effective use of digital storytelling to expand its reach and drive meaningful social impact.