Globe, SMAC renew partnership vs involuntary hunger via Hapag Movement

Leading digital solutions platform Globe and SMAC, the customer loyalty program of SM Retail Inc., have renewed their partnership to raise funds for the Hapag Movement, an initiative that aims to help Filipino families battling involuntary hunger.

Globe and SMAC are holding a second run of the fund-raising campaign, inspired by last year’s success that led to PHP5.5 million in funds raised for the movement, with the support of SM brands and retail affiliates, and millions of SMAC members.  

From December 15, 2023, to January 31, 2024, each SMAC kit bought at SM Stores will turn into a meaningful contribution to the movement, with PHP50.00 from every sale going to the Hapag Movement and the SM Foundation. SMAC’s participating brands will also donate on behalf of members when they shop at their stores during the campaign period.

These brands have joined forces with SMAC to support the cause and make the program a much bigger success this year. Participating brands include: 

SM Fashion at the SM Store

  • Levi’s 
  • Forever 21
  • Ecco
  • Simply Shoes
  • The Body Shop
  • SM Beauty
  • Our Home
  • Crate & Barrel
  • Kultura
  • SM Appliance Center
  • Surplus
  • Sports Central

Reflecting on the partnership's journey, Yoly Crisanto, Chief Sustainability and Corporate Communications Officer at Globe said: “The Hapag Movement is about creating lasting change. Our partnership with SMAC shows how collaboration and shared values can create a powerful force for good. As we enter our second year, we remain dedicated to harnessing the power of technology and community to make a tangible difference in the lives of those we serve.”

Over the past year, Globe and SMAC have synergized their resources and networks to significantly impact people’s lives. In the first year of their partnership.

The support not only provided immediate relief to affected families but also fostered a sense of solidarity and purpose during the festive season. It also funded Supplementary feeding and livelihood initiatives carried out by Hapag Movement implementing partners Ayala Foundation Inc, Tzu Chi Foundation, and World Vision.

“We have been moved and inspired into action by the Hapag Movement as it fights a major issue in the country today. We believe and have seen the malasakit of our brands and members basing off the results from last year’s campaign, where we raised PHP5.5M through our member purchases. Not only did we help make Christmas get brighter last year, it also became much more meaningful. This is what inspired us to do another round of the Hapag Movement campaign this year,” said Jay Beltran, Head of Sales and Marketing, Digital Advantage Corporation (DAC), which operates SMAC. 

With their partnership renewed, Globe and SMAC are committed to expanding the reach and deepening the impact of the Hapag Movement. 

Nearly 1 in 10 Filipino families experienced involuntary hunger at least once in the past three months, according to the Q3 2023 Social Weather Stations Survey conducted from September 28 to October 1. To help address the problem, Globe and SMAC invite individuals and organizations to join this noble cause. 

Aside from SMAC points, contributions to the Hapag Movement can also be made through various channels, including GCash, credit card donations, and Rewards points via the GlobeOne app. 

Know more about the campaign via To learn more about the Hapag Movement, visit