Women on Fire 2025: Empowering Women, Building Resilient Communities

In recognition of National Women’s Month and Fire Prevention Month, SM Cares launched Women on Fire, a celebration of the remarkable leadership, strength, courage, and resilience of women in fire prevention, 
disaster response, and community safety. Through collaboration with key government agencies and private 
organizations, Women on Fire served as a platform for education, awareness, and empowerment, reaching over 25,000 participants across all initiatives.

SM Cares, in partnership with the United Nations Philippines and the Philippine Commission on Women 

(PCW), kicked off Women’s Month on February 28 with the Purple Illumination Ceremony, lighting up the 

SM Mall of Asia (MOA) Globe and mall façades nationwide. As a globally recognized symbol of justice, 

dignity, and women’s rights, the color purple marked the start of National Women’s Month in the Philippines, 

reinforcing SM’s commitment to gender equality and empowerment.

Strengthening Preparedness and Safety
A key highlight of the campaign was Women on Fire, which recognized female firefighters, emergency 
responders, and community leaders for their role in safety, fire prevention and disaster preparedness. On March 4, 2025, SM Cares and the Bureau of Fire Protection (BFP) conducted the 4th SM & BFP Nationwide 
Simultaneous Fire Drill across SM malls nationwide, with SM Mall of Asia as the main venue. Hundreds of 
registered participants took part in the Fire Square Roadshow, engaging in fire safety demonstrations and 
interactive training sessions to strengthen preparedness.

"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," said Atty. Pearly Joan Turley, 
SM Supermalls Senior Assistant Vice President of the Corporate Compliance Group and SM Cares Program 
Director for Women.

Women in Resilience: Empowering Women as Leaders in Disaster Preparedness and Community 

Building

On March 5, 2025, SM Cares and the Philippine Commission on Women (PCW) led the 2025 National 
Women’s Month Celebration Kickoff at SM Mall of Asia. The event, centered on the theme “Babae sa Lahat 
ng Sektor, Aangat ang Bukas sa Bagong Pilipinas”, aimed to empower women across various sectors, 
particularly those from marginalized communities. Its activities included gender equality discussions on 
women’s rights and leadership, a trade fair showcasing products from women-led MSMEs and free services 
such as medical check-ups, legal consultations and livelihood support. 

Meanwhile, the Women LEAD Forum, co-hosted by the Department of the Interior and Local Government 
(DILG) and SM Cares, emphasized the crucial role of women at the barangay and grassroots levels in disaster 
resilience. The discussion underscored how women-led initiatives strengthen community preparedness and 
serve as models for national climate and disaster resilience programs.

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.