SM Prime joins DILG in launching nationwide Unified 911 for Resilience campaign

 

Inside the Launch of DILG and SM Prime's Unified 911 for Resilience Campaign

The iconic MOA Globe lights up during the launch of the Unified 911 for Resilience: National Campaign, a nationwide initiative led by the DILG in partnership with SM Prime to promote emergency preparedness.

MANILA, Philippines, 8 August 2026 — The Department of the Interior and Local Government (DILG), the Philippine National Police (PNP), and the Bureau of Fire Protection (BFP) have brought SM Prime Holdings on as their private-sector partner for the Unified 911 for Resilience: National Campaign — a nationwide effort to get more Filipinos thinking seriously about emergency preparedness and to sharpen coordination across the country's emergency response network.

Thousands Turn Out at the MOA Globe

The launch, timed to National Disaster Resilience Month, was held at the SM Mall of Asia Globe and pulled in more than 2,000 attendees from the DILG, the Bureau of Fire Protection, the Philippine National Police, local government units, barangays, and other partner agencies. The turnout underscored the campaign's central message: community safety isn't the responsibility of one agency alone.

“At SM, we believe that resilience is a shared responsibility. Building safer, more prepared communities requires the government, businesses, and citizens to work together toward a common purpose,” said SM Supermalls Vice President for Operations Junias M. Eusebio.

“It is an honor for SM to be the private sector partner and to stand alongside the DILG, the PNP, and the Bureau of Fire Protection in launching the Unified 911 for Resilience: National Campaign,” he added.

SM Supermalls Vice President for Operations Junias M. Eusebio underscores the importance of public-private collaboration in building safer and more resilient communities during the launch of the Unified 911 for Resilience: National Campaign.

A Message Delivered All at Once

What made the rollout notable was less the turnout and more the timing: Unified 911 materials went live across SM Prime's digital network simultaneously — the MOA Globe, plus close to 400 cinema screens nationwide. That kind of synchronized push is exactly why government campaigns tend to lean on SM's footprint — it puts a message in front of millions of Filipinos in one go, rather than letting it trickle out over weeks.

Department of the Interior and Local Government Secretary Jonvic Remulla graced the launch of the Unified 911 for Resilience campaign.

Officials in Attendance

DILG Secretary Juanito Victor “Jonvic” C. Remulla and Pasay City Mayor Emi Calixto-Rubiano led the launch, joined by senior officials from the DILG, the Philippine National Police, the Bureau of Fire Protection, the Bureau of Jail Management and Penology, the Office of Civil Defense, the Philippine Coast Guard, the Emergency 911 National Office, and the City Government of Pasay.

The launch adds to a growing list of public safety and disaster-preparedness partnerships SM Prime has taken on with government agencies — using its nationwide malls and digital reach to spread critical information and build a stronger culture of preparedness across the country.