SM Foundation Earns Silver Anvil Award for its #SpreadingSocialGood Online Campaign

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 the 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, the 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 the 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.

By combining meaningful storytelling with deliberate digital engagement, SM Foundation shows how social media can go beyond communication and become a catalyst for action, a gateway to opportunities, and a space for nationwide collaboration. With every like, share, and comment, more Filipinos are drawn into a shared mission to uplift communities and spread social good across the country, reflecting Henry “Tatang” Sy Sr.’s philosophy of people helping people.

 

SM Investments Senior Assistant Vice President Victor Chan (third from left), Anne Racoma, SMFI External Programs Manager (second from left), Joy Guevarra, SMFI Manager for Partnerships (third from right), and Darel Colarina, SMFI Senior Program Manager for the Livelihood Program (second from right), receive the Silver Anvil Award from the Public Relations Society of the Philippines, recognizing SM Foundation’s #SpreadingSocialGood Stories Online campaign and its effective use of digital storytelling to drive meaningful social impact.

 

SM Investments Senior Assistant Vice President Victor Chan (second from left), Anne Racoma, SM Foundation External Programs Manager (first from left), Joy Guevarra, SM Foundation Manager for Partnerships (second from right), and Darel Colarina, SM Foundation Senior Program Manager for the Livelihood Program (rightmost), receive the Silver Anvil Award from the Public Relations Society of the Philippines.

 

The Silver Anvil Award trophy received by SM Foundation for its #SpreadingSocialGood Stories Online campaign, recognizing the Foundation’s effective use of digital storytelling to expand its reach and drive meaningful social impact. (SM Foundation)

Chinabank wins two Anvil Awards

Chinabank was awarded two Anvils for its Brand Refresh and One Chinabank programs at the 60th Anvil Awards Gabi ng Parangal held on January 28, 2025 at the Manila Hotel.

From left: PRSP VP-Internal and 60th Anvil Awards Chairman Mikey de Quiros, PRSP Secretary Franz de la Fuerte, CBC’s ICRG Head Gerald Florentino, HRG-ODD Head Franco Loyola, Marketing Communications Head Aileen Marie Vallesteros, Corporate Communications Officer Hershey Villegas, Senior Marketing Consultant Nita Claravall, HRG Officer Ma. Christina Billedo, HRG Head Tani Michelle Cruz, HRG Officer Sohayla Zialcita, Chief Sustainability Officer William Quesang, Chief Finance Officer Patrick Cheng, and PRSP Treasurer Cel Amores.

The bank won a Silver Anvil in the Corporate Identity / Corporate Branding category for its Brand Refresh Program, a major undertaking to make the over century-old Chinabank brand more resonant and engaging to a new generation of customers. It involved modernizing Chinabank’s visual identity, messaging, and customer experience, while staying true to its core values and heritage.  The bank signed up its first-ever brand ambassador, launched a new brand promise “Focused on You”, replaced its signage and merchandising in an ongoing nationwide rollout, and changed its ticker symbol to “CBC” to amplify brand recognition.

“Our customers have always been at the heart of our business, and we take pride in understanding their needs and serving them well.  This brand refresh is not just a cosmetic change, we are transforming on a fundamental level to be truly focused on you,” CBC Marketing Communications Head Aileen Marie Vallesteros said.

The bank also bagged a Silver Anvil in the Employee Engagement category for One Chinabank, its overarching program for improving employee experience and engagement. It is a key component of the bank’s strategy to unify employees under a shared mission and core values, to strengthen company pride and loyalty, and to create an inclusive and supportive work environment for Chinabankers to thrive and succeed.

“The overall engagement and experience of our employees are very important to us. With our One Chinabank program, we are boosting company morale and productivity by ensuring our people know and feel that we are focused on them, too,” CBC Human Resources Group Head Tani Michelle Cruz said.

The Anvil Awards, presented by the Public Relations Society of the Philippines, is considered the benchmark of excellence in the country's public relations practice. Chinabank adds these two new awards to six previous Anvil wins: three Gold Anvils for its coffee table book 100 Years of Trust: The Chinabank Story, Centennial Program, and 2018 Annual Financial and Sustainability Report (AFSR); and three Silver Anvils for its 2015, 2016, and 2017 AFSRs. (SM Supermalls)