Stories That Move Communities

What began as a simple idea—that meaningful stories can spark real change—has grown into a powerful digital movement for SM Foundation. This vision was recently affirmed when the Foundation earned a Silver Anvil Award under the PR Tools, Multimedia category at the Anvil Awards, presented by the Public Relations Society of the Philippines.

The recognition honors SM Foundation’s #SpreadingSocialGood Stories Online campaign, a digital storytelling initiative that transformed social media engagement into tangible social impact. By thoughtfully curating stories of hope, resilience, and opportunity, the Foundation strengthened its online presence and grew a vibrant community of more than one million followers—each connected by a shared belief in doing good.

At the heart of the campaign is a people-first approach. Instead of focusing on programs alone, SM Foundation highlighted the individuals and communities behind them—students striving for education, families gaining access to healthcare, and communities empowered through livelihood and shelter initiatives. These authentic narratives resonated strongly on Facebook, a platform deeply woven into everyday Filipino life, while complementary, platform-specific storytelling extended the campaign’s reach on Instagram and TikTok.

Guided by the enduring values of SM founder Henry Sy Sr., the Foundation views digital platforms not merely as communication tools, but as spaces where inspiration can turn into participation. Every post was designed to be inclusive and accessible—inviting partners, volunteers, and everyday citizens to engage, collaborate, and become part of something larger than themselves.

The campaign’s success demonstrates how intentional digital engagement can amplify social missions. With each like, share, and comment, stories traveled further, drawing more Filipinos into a nationwide conversation about compassion, opportunity, and collective action. In the process, social media became more than a feed—it became a bridge between intention and impact.

Through #SpreadingSocialGood Stories Online, SM Foundation continues to show that when stories are told with purpose, they do more than inspire—they move people to help people, and communities to uplift one another.