Shop cute and do good with SM’s campaign to protect endangered animals

SM is turning compassion into action with the launch of its newest campaign: Save from Extinction. At the heart of this initiative is a charming new merchandise collection designed to raise awareness—and funds—for six of the Philippines’ most endangered animals.

Leading the pack are plushies from Toy Kingdom featuring the Philippine eagle, cockatoo, pawikan, dugong, tamaraw, and pangolin. More than just cuddly companions, these plushies are adorable reminders of a very real threat: these species are dangerously close to disappearing forever.

But it doesn’t stop there. SM is making it easy – and stylish – to support the cause. Kultura has rolled out cool new shirt designs for adults, while SM Fashion brings the message home with a children’s apparel line. Whether you’re a wildlife warrior or a parent raising little eco-advocates, there’s something in this collection for you. Look for them in select branches at SM Podium, SM Mall of Asia, SM Aura, SM North EDSA, and SM Makati.

This campaign builds on SM’s ongoing partnership with the Department of Environment and Natural Resources (DENR), launched in October 2024. It’s part of a broader movement to protect these species from threats like habitat loss, poaching, and climate change.

To make even more impact, SM has teamed up with key conservation groups like the Philippine Eagle Foundation, Katala Foundation, WWF-Philippines, and more. Proceeds from every merch purchase directly support these groups and their efforts on the ground.

Plus, BDO Unibank is making it even easier for the public to help. Donations can be made through BDO ATMs, branches, or the BDO Online app. Every peso collected goes straight to partner NGOs working to protect these incredible creatures.

The message is simple: shop with purpose, give what you can, and be part of a growing movement to save our native wildlife. Visit select SM stores and help turn everyday shopping into a powerful force for conservation.