SM Cares and the Department of Transportation (DOTr) have taken a collaborative step to promote safer and more accessible roads in the Philippines. The two entities have launched their joint campaign, “Share the Road,” which aims to educate stakeholders on the significance of sharing the road.
The campaign, launched last 06 March 2023 at the SM Mall of Asia Music Hall in Pasay City, encourages road users to adopt responsible behavior and create a harmonious road environment for all.
Among the key individuals who attended the event was DOTr Sec. Jaime Bautista, DOTr Usec. for Road Transport and Infrastructure Atty. Mark Steven Pastor, SM Prime Holdings, Inc. Executive Committee Chairman Hans Sy, SM Supermalls President Steven Tan, and SM Supermalls Senior Vice President for Operations Engr. Bien Mateo. Representatives from various active transport groups were also present, including transport advocacy group Move as One Coalition’s co-convener Dr. Robbie Siy.
“From respecting road rules, to understanding that everyone has the same rights as us, there are a number of things that we need to remember so we can enable a culture of sharing the road,” said Tan.
The “Share the Road” campaign is a comprehensive information, education, and communication initiative that aims to create a culture of road sharing among Filipinos, regardless of their preferred mode of transportation. The campaign focuses on promoting a change in mindset, encouraging road users to adopt responsible behavior, and prioritizing road safety. At the heart of this campaign is a video that provides clear road-sharing guidelines and safety tips in a fun and easy-to-understand format. The video is narrated by none other than Kim Atienza, a well-known and respected personality in the Philippines. Through this campaign, SM Cares and DOTr hope to empower road users with the knowledge and tools they need to make roads safer and more accessible for all.
“We need every Filipino to adopt and accept the mindset that every cyclist, every pedestrian, has an equal share on the road. More importantly, we need private sector partners like SM to help us expand our horizon, to help us make people understand what we’re trying to achieve. The culture should change now,” said Usec. Pastor.
At the end of the campaign launch event, representatives from SM and DOTr recited a Pledge of Commitment, reaffirming their partnership and commitment to promoting active transport and encouraging disciplined and educated road users. The two organizations will continue to work together to expand the campaign’s coverage and effectiveness.
“This event shall reaffirm the Department’s partnership with SM to intensify and strengthen our information and education campaign for the benefit and empowerment of active transport users across the country,” said Sec. Bautista.
The joint initiative between SM Cares and DOTr supports the United Nations’ Sustainable Development Goals, specifically “SDG 3: Good Health and Well-being” and “SDG 11: Sustainable Cities and Communities.” In addition to the “Share the Road” campaign, SM Cares has implemented several other initiatives to promote road safety. These include dedicated bike lanes in key SM Malls, expanded parking areas for bikes, 24-hour vending machine stations that provide tools and refreshments for riders, and service repair stations that are available to bikers free of charge. SM Cares also conducts continuous information, education, and communication campaigns that focus on road safety and motorist etiquette.
SM Cares is the Corporate Social Responsibility arm of SM Supermalls, with a mission to support communities, promote social inclusion, and care for the environment. In addition to creating bike-friendly SM Malls, SM Cares advocates for various programs that support the environment, persons with disabilities, women and breastfeeding mothers, children and youth, and senior citizens.