The festive season turned brighter for 400 young hearts as SM Malls in Zamboanga brought their ‘Bears of Joy’ campaign to life, distributing teddy bears to learners of Bihing Tahik Elementary School, Talon-Talon SPED Central School, and Sta. Barbara Central School.
Held in a spirit of community and compassion, the distribution activity emphasized the power of giving and the joy it brings to both the giver and the receiver. The campaign, a hallmark of SM’s Christmas celebrations, allows shoppers to purchase a pair of plushie—one for personal keepsake and the other for donation to children in need.
“This initiative is our way of spreading love, hope, and the true essence of Christmas to the community, especially to children who deserve every reason to smile,” said Aileen Ann Villa-Enriquez, SM City Mindpro’s Mall Manager.
The children received their plushies during a series of heartwarming ceremonies that were filled with laughter, gratitude, and festive cheer. Teachers and learners from the recipient schools expressed their appreciation for SM’s thoughtful gesture, which added a touch of magic to the children’s holiday season.
A Heartfelt Mission
The Bears of Joy campaign has become a cherished tradition at SM, uniting shoppers and communities in acts of kindness. Each pair of bears purchased contributes to this meaningful cause, symbolizing hope and the joy of sharing.
As the holidays draw near, SM Malls in Zamboanga remain committed to creating memorable experiences and uplifting lives through community-centered programs.
“This season is about coming together as a community and making a difference, no matter how small. Seeing the smiles on these children’s faces inspires us to continue bringing joy to others,” added Jodie Durens, SM City Zamboanga Assistant Mall Manager.
The SM ‘Bears of Joy’ campaign stands as a reminder of the power of collective kindness and the magic it brings during the season of giving.
For more updates and upcoming community programs, follow SM City
Mindpro on all social media platforms. (PR)
