Still merry in January!

The holiday season has been extended and made brighter for children in need, thanks to the heartwarming efforts of SM Supermalls, SM Cares, and Toy Kingdom and their annual SM Bears of Joy project.

Kristine Joy Santiago, public relations manager of SM, said the initiative was aimed at encouraging shoppers to spread the joy of the season by donating cuddly bears to bring smiles to the faces of less fortunate children.

In Pangasinan, the SM City Rosales and SM City Urdaneta Central distributed Bears of Joy to their chosen beneficiaries on Tuesday.

These include pupils of the Child Development Centers of San Nicolas town and kids of Urdaneta City Social Welfare and Development Office-Stimulation and Therapeutic Activity Center, and persons with disability (PWDs) in Urdaneta City.

The recipients were overjoyed to receive these special gifts, which served as a symbol of love and hope during the festive season.

“The generous support of customers and partners has been instrumental in making the SM Bears of Joy initiative a resounding success, bringing joy and warmth to countless children nationwide during the holiday season,” Santiago said.

Before this, the SM Supermalls in North Luzon also spread holiday cheers as they held simultaneous gift-giving activities.

Through its charity arm, SM Foundation Inc. (SMFI), SM Supermalls distributed more than 4,000 Christmas packs all over the region.

Further promoting SM’s culture of volunteerism, the activity brings happiness and spreads social good to the communities in this region.

For SM Supermalls in Pangasinan, a total of 1,090 beneficiaries were given Christmas baskets.

In SM City Rosales, beneficiaries are 500 street vendors and sweepers, senior citizens, PWDs, farmers, and barangay workers of barangay Carmen East and Carmen West in Rosales town.

SM City Urdaneta Central distributed 400 Noche Buena packages to barangay health workers, barangay tanod, barangay maintenance workers, PWDs, and small farmers of barangays Cayambanan, Camanang, Sugcong, and Nancayasan in Urdaneta City.

 In SM Center Dagupan, 190 fishermen of the Maniboc Fisherfolk Association were given Christmas baskets.

“Sana po marami pang mga foundation na katulad ng SM para matulungan ang madami nating kababayan na may kapansanan at sa mga nakakatanda. Maraming salamat po!,” said Rosemarie Cortez, a beneficiary.

(I hope there are more foundations like SM to help many people with disabilities and the elderly. Thank you very much!)

The gift-giving is part of SM Supermall's effort to support communities and sectors in need, especially PWDs, senior groups, urban poor, and indigenous people. (JCR/AMB/PIA Region 1)