Having witnessed the formidable private sector support that Department of Environment and Natural Resources (DENR) Secretary Ma. Antonia Yulo-Loyzaga garnered during the launch of her “Forests For Life: 5M Trees by 2028” campaign earlier this year, it came as no surprise that the “Save From Extinction” initiative—focused on six endangered species of Philippine fauna—was an incredibly well-attended affair. Held at the Atrium of SM Mall of Asia, the secretary shared how much of what we witnessed that morning stemmed from a conversation she had with SM’s Tessie Sy-Coson during a flight to the U.S.

The big idea was to harness the consumer reach of SM Retail to raise awareness about the plight of these endemic species—not only as a matter of biodiversity conservation but also as a reflection of our own responsibility and survival as caretakers of this planet. Retail merchandise featuring the six animals would help generate awareness and raise much-needed funds.

Six NGOs and foundations were recognized for their vital work in species and habitat conservation. It is hoped that, with the pledges made by the various companies present that day, even more resources will be gathered to support the cause. Kultura, SM Fashion, Toy Kingdom, SM Supermalls, and BDO were all hands on deck for the campaign.