There are six critically endangered animal species endemic to the Philippines –the Philippine eagle, tamaraw, dugong, Philippine cockatoo, pawikan (marine turtles), and Philippine pangolin. These are species that do not merely represent our country’s rich biodiversity, but are keystone and umbrella species vital to the health of our ecosystems.

These animals stand on the brink of extinction.

The “Save From Extinction” campaign launched by the Department of Environment and Natural Resources (DENR) late last year aims to do just that: protect the six critically endangered species.

Today, May 16, Endangered Species Day, this campaign continues and is boosted by initiatives from the private sector to raise more awareness on the need to protect the six critically endangered species. Projects will be launched to raise funds for species-specific conservation programs led by seasoned NGOs who are conservation partners of the agency as forged in a memo of agreement last October. These are:

The Philippine Eagle Foundation will lead efforts for the “haring ibon,” the majestic raptor whose dwindling population reflects the state of our forest ecosystems.

The World Wide Fund for Nature (WWF) Philippines will oversee dugong and marine turtle protection—species crucial to the balance of marine life and carbon storage in seagrass beds.

The Zoological Society of London-Philippines and D’Aboville Foundation will jointly work to protect the tamaraw and Philippine pangolin, while the Katala Foundation will spearhead efforts for the endangered Philippine cockatoo, a key agent of forest regeneration.

The primary private sector partner of DENR is the SM Group, using its banking and retail networks to raise funds to support conservation efforts through their conservation partners.

This broad coalition underscores a central message – biodiversity conservation is not the sole responsibility of the government. As DENR Secretary Maria Antonia Yulo Loyzaga emphasized: “We are saving them to save ourselves.” Biodiversity loss is intrinsically tied to ecosystem degradation, which threatens food security, water supply, climate resilience, and human health.

The campaign’s reach extends beyond the scientific and policy circles. With support from SM Group, including SM Fashion, Kultura, and Toy Kingdom, limited-edition merchandise will be launched and sold in participating malls until May 21. These items allow ordinary Filipinos to contribute to conservation by purchasing advocacy-related products. Additionally, BDO Unibank is supporting the fundraising by opening its banking platform to conservation pledges.

Corporate partners and embassies have also been invited to join the campaign, with commitment-signing ceremonies and sponsorship token handovers slated during the May 16 event at the Mall of Asia Main Mall Atrium. The Manila Bulletin has joined DENR and SM initiatives to raise public awareness on the importance of saving the critically endangered species.

Endangered Species Day reminds us of our responsibility—not just as Filipinos, but as stewards of one of the planet’s most biodiverse yet imperiled nations. The survival of these species is not only about saving wildlife, but about preserving the very systems that ensure human survival.

As we commemorate Endangered Species Day, the “Save From Extinction” campaign aims to ignite a national movement. Because saving the eagle, the pangolin, or the tamaraw is not just a battle for nature. It is a fight for our shared future.