Every year, SM holds special celebrations for senior citizens. This year, its Grand Feast Treat for Grandparents started in August 28 and will commence until September 11, 2016. On these dates, makeover sessions especially for grandmothers will be offered through the Glamorous Grandma (GLAMMA), after which the glammed up grandmas can take to the catwalk – something that grandmothers don’t get to experience on ordinary days.
To us Filipinos, grandparents deserve to be celebrated in the grandest fashion. It is the least we can do in return for the unconditional love they give us despite their physical limitations. It is our way of assuring them that we will take care of them for the rest of their lives. As of 2012, there are about 5.9M senior citizens (ages 60 and above by law) in the country, making the Philippines the oldest population among developing countries.
Filipino elders are entitled to benefits and privileges under RA 9994 and RA 10645, which include 20% discounts on purchases of goods and services, 5% on prime commodities and basic necessities, and 5% on utilities like electricity and water. On top of this, over a million belonging to the impoverished sector receive assistance from the Department of Social Welfare and Development under its Social Pension for Indigent Senior Citizens program.
The private sector has its own programs for the elderly. SM Supermalls in particular has various programs for senior citizens through its CSR arm, SM Cares. More than just a service initiative, SM’s programs for grandparents are designed to be both fun and pro-active for the beneficiaries and their families. These include health and fitness classes, as well as computer literacy sessions. The mall’s casual employment program has won accolades from various groups, including a Gold from Anvil Awards.
Being a top selfie nation, SM likewise will place photo walls on September 10 where customers dressed up like their grandparents can take their selfies in honor of their beloved elderlies.
Other special activities include the Grandstanders featuring old OPM; a Senior Prom in select SM malls where lucky grandparents will be crowned prom king and queen of the night; an online promo dubbed #FeelGrandAtSM where the public can win prizes for sharing their appreciation for their grandparents; and Digitally Devoted To You where customers can get to reminisce their first date with their grandparents. Further details are at www.smsupermalls.com and SM’s social media accounts at Facebook, Twitter and Instagram.
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