The synergy behind SM’s disaster response
In a country visited by an average of 20 typhoons a year and prone to earthquakes, communities across the Philippines often face the daunting task of having to rebuild lives overnight. During these moments, collaboration becomes a lifeline, especially for thousands of Filipinos whose lives have been upended by disasters.
For the SM Group, helping communities get back on their feet is more than just a responsibility: it is a shared commitment woven into its culture of service. At the heart of this mission is Operation Tulong Express (OPTE), SM Foundation’s disaster response initiative.
Carried out through close coordination among SM Foundation, SM Markets, and SM Supermalls, OPTE brings together dedicated volunteer teams united by a shared commitment to serve those in need. SM Markets employees assemble Kalinga Packs in warehouse hubs that double as packing centers, while SM trucks and vans transport the goods to affected areas. On the ground, employee-volunteers from across the foundation and SM Supermalls lead the relief distribution in the spirit of bayanihan, personally delivering essentials and—in harder-hit areas—supporting medical missions that offer free consultations, first aid, and medicines.
For Andrea Rodriguez, SM Supermalls Regional Operations Head for Pampanga, service is rooted in lived experiences, especially since her family was among those affected by the eruption of Mt. Pinatubo in 1991. Years later, she witnessed devastation firsthand during the 2019 earthquake that affected her province and the rest of Luzon.
“We were at the forefront during that time na tumutulong. In fact, as soon as tumigil ang pagyanig nung time na ‘yun, all hands on deck na kami,” she recalled.
Her first OPTE experience came earlier when, as a new SM employee, flooding hit communities near the San Fernando mall. “Hindi ko pa nun alam kung ano yung OPTE, pero ‘yung mga kasama ko sa mall, sabi nila, may opportunity para makatulong dun sa mga nabaha nearby. Sabi nila, ‘sama tayo,’” she shared.
One of her most vivid memories was when they provided support to an 80-year-old resident in a remote barangay in Angeles following widespread floods during the pandemic. “Nung inabutan namin, umiyak siya nang umiyak. Sabi niya, hindi siya makapunta dun sa barangay hall kasi binaha ang bahay niya… Sabi niya, parang akala niya, makakalimutan na siya. Pero ang saya-saya niya na pinuntahan namin siya, na may pag-asa,” Andrea shared.
According to Ana Datu, Regional Operations Head for Bulacan and CAMANAVA, the company’s strong culture of helping others has shaped the way employees live and work. Because of this, lending a hand has become second nature.
“We normally conduct OPTE in basketball courts so that mas marami ‘yung mapuntahan namin. But we also take time to go to the eskinitas — na kung minsan naiiwan na mga bata at matatanda. Kapag nakita mo sila, parang may lungkot. ‘Nakalimutan kami, naiwan kami kasi nandun sila lahat sa basketball court,’” she shared. “But when they see us there with the Kalinga Packs at inabot mo ito sa kanila, they feel ‘Wow! Hindi kami nakalimutan. These are the people who remember us.’”
“When I joined SM, I learned that community service and social responsibility are a big thing here. It has been a culture. It has been a habit. And it’s not difficult to imbibe this because you see it, and it transcends. It starts from the leaders, trickling down to the entire team. So everybody’s moving,” she added.
Both Ana and Andrea highlighted how volunteering shaped their outlook on work and in life.
“If you see the environment and the environment forges you to help and to be empathetic to the plight of everyone surrounding the community, surrounding the mall, your community; then mai-imbibe mo siya,” Ana said.
“It’s really great to be part of a team, a group that is able to support and help the community in good times and in bad times,” Andrea capped.
Operation Tulong Express (OPTE), a social good collaboration of SM Foundation, SM Supermalls and SM Markets, is the group’s disaster response initiative that provides immediate relief and essential goods to communities affected by calamities. In heavily impacted areas, it also deploys medical missions that offer basic healthcare and first aid.
