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Manila Bulletin devider Philippines devider National devider DILG partners with SM for showing of 'BIDA' anti-illegal drug campaign ads in malls

DILG partners with SM for showing of 'BIDA' anti-illegal drug campaign ads in malls

Published Aug 25, 2023 02:03 am

Mallgoers will now be able to watch the "Buhay Ingatan, Droga’y Ayawan" (BIDA) advertisement video as the Department of the Interior and Local Government (DILG) recently teamed up with SM Prime Holdings to enable the government's anti-illegal drug campaign, initiatives, and milestones to be shown in 74 SM cinemas with 348 screens nationwide.

The launching of the BIDA advertisement held at the SM Megamall Director’s Club in Mandaluyong City aimed to raise public awareness and further encourage the people’s participation in the country’s continuing fight against illegal drugs.

DILG Secretary Benhur Abalos expressed gratitude to SM Prime Holdings for its support to the government's crusade against illegal drugs and for being an active BIDA partner.

He stated that the free BIDA ad showing in the SM cinemas nationwide “will massively help the program's cause.’’

Other than the screening of the BIDA ads, Abalos said that SM pledged to conduct annual physical and drug test and drug-free seminars for its employees; implement strict security procedures in SM Malls including roving K9s; use venues for events, training, and information dissemination; conduct activities such as health and fitness-related campaigns; job fairs; recreational activities and information dissemination in SM’s digital assets. 

SM Supermalls Senior Vice-President for Operations Bien Mateo said the BIDA advertisement is expected to reach an estimated 2.5 million viewers and be exposed to 53.8 million followers of their digital-owned assets, while the e-poster format of the BIDA ad will be posted in 250 mall directories that could be seen by four million mall goers everyday.

“The advertisements will be actively displayed throughout our available digital assets. It includes 74 SM Cinema branches nationwide with a combined number of 348 screens that can garner an estimated 40,000 monthly views from an estimated 2.5 million viewers. On social media and owned digital assets, the advertisements will reach a potential high of 53.8M exposures,” Mateo pointed out. 

In line with the commitment of maintaining a drug-free workplace, SM Supermalls added that all 83 SM malls around the country have implemented various measures to eradicate illegal drug menace within its premises, including strict security standards with the help of well-trained K-9 dogs.

Beyond mall security measures, Mateo said that programs and activations that focus on health improvement are likewise developed and implemented, such as information dissemination on the government's anti-illegl drug campaign through Light Emitting Diode (LED) screens along major roads and Liquid Crystal Display (LCD) screens inside the malls, as well as employment opportunities with annual physical exams and random drug tests and the provision of relaxing spaces and safe recreational activities.

Representatives from the Philippine Drug Enforcement Agency (PDEA), Dangerous Drugs Board (DDB), Metropolitan Manila Development Authority (MMDA), Department of Justice (DOJ), Department of Finance (DOF), Philippine Overseas Employment Administration (POEA), Commission on Higher Education (CHED) and Mandaluyong City government graced the event.

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