MANILA, Philippines — A massive nationwide push to protect the country’s coastlines is about to get even bigger as SM Cares prepares to bring together volunteers from 32 SM malls for this year’s International Coastal Cleanup.
The initiative, scheduled for September 19, 2026, is expected to become one of the largest mall-led coastal cleanup efforts in the country, building on SM Cares’ growing environmental campaign and its record participation in the previous year.
The 2026 International Coastal Cleanup will be held simultaneously in communities across Luzon, Visayas and Mindanao, with SM by the BAY in Pasay City serving as the flagship location.
At the flagship site, registration is scheduled from 4 a.m. to 6 a.m., followed by the program at 5:30 a.m. and the actual cleanup from 6 a.m. to 11 a.m. Organizers are encouraging individuals, schools, companies, community groups and other organizations to take part.
From 28 malls to an even bigger nationwide push
SM Cares’ 2026 campaign follows a significant milestone in 2025, when more than 48,800 volunteers participated in simultaneous International Coastal Cleanup activities across 28 SM malls nationwide.
That 2025 effort resulted in the collection of more than 200,000 kilograms—or 200 metric tons—of trash, according to SM Prime. More than 500 organizations and groups, including government agencies, schools, NGOs, private organizations and local communities, participated in the nationwide drive.
The scale of the 2025 operation demonstrated how mall communities could be mobilized beyond commercial spaces and into broader environmental initiatives.
This year’s expansion to 32 participating malls further strengthens that approach.
More than picking up trash
SM Cares has increasingly emphasized that coastal cleanups should not simply be about removing garbage from beaches.
Earlier in 2026, its coastal cleanup activities incorporated waste segregation education, allowing volunteers and communities to identify and properly classify materials collected from coastal areas.
SM said the approach is intended to help communities understand how improper disposal, plastic waste and other forms of pollution eventually make their way into waterways and marine ecosystems.
The company has linked these efforts to its broader SM Green Movement and Waste-Free Future campaign, which promote waste reduction, responsible segregation, recycling and more sustainable everyday practices.
In June 2026, SM Cares also mobilized around 7,500 employees, volunteers and partners for its World Oceans Day activities, during which approximately 19,000 kilograms of trash were diverted from the sea.
Why the cleanup matters
The Philippines is an archipelago with thousands of islands and extensive coastlines, making healthy marine ecosystems critical to communities, fisheries, tourism and biodiversity.
But coastal areas remain vulnerable to plastic pollution and other forms of marine debris.
The importance of community participation was highlighted during a June 2026 cleanup in Binmaley, Pangasinan, where about 450 volunteers helped remove roughly 524 kilograms of waste from coastal areas.
The activity, led by SM Center Dagupan with the local government and partner organizations, also incorporated waste segregation and environmental education.
Such initiatives reflect a growing recognition that cleaning up existing waste is only part of the solution. Preventing garbage from reaching rivers, drainage systems and coastal waters in the first place is equally important.
A nationwide environmental call
The Department of Environment and Natural Resources is likewise coordinating the 2026 International Coastal Cleanup, with official cleanup sites listed across different regions of the country.
The DENR’s 2026 listings include locations in Cebu and Bohol, among other areas, demonstrating the nationwide scale of this year’s environmental campaign.
SM Cares’ September initiative therefore comes as part of a much wider Philippine and global effort to address marine pollution through volunteerism and community action.
WWC ONE MEDIA J.M.S
For SM Cares, however, the message goes beyond one cleanup day.
The organization has described its environmental programs as part of a continuing effort to encourage communities to practice responsible waste management throughout the year.
The bigger challenge begins after the cleanup
The September 19 activity may remove tons of debris from Philippine coastlines, but environmental advocates have long emphasized that lasting change requires more than a single cleanup event.
Reducing single-use plastics, improving waste segregation, strengthening recycling systems and preventing garbage from entering waterways are crucial to reducing the amount of waste that eventually reaches the sea.
SM Cares’ expanding cleanup network shows how businesses, government agencies, schools, environmental groups and ordinary citizens can work together toward that goal.
And with 32 SM malls expected to participate this year, the next wave of volunteers could be one of the biggest yet.
The real test, however, may come after the garbage is gone: whether the habits that put it there in the first place can finally change.
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