The Market Monitor Minding the Nation's Business
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 SM 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, SM 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 SM 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.