The Department
of the Interior and Local Government (DILG)
and SM Prime Holdings
launched on Saturday the
Buhay Ingatan, Droga’y
Ayawan (BIDA) advertisement video to be played in
all 74 SM cinema branches nationwide with 348
screens to raise moviegoers’ awareness and incite
their participation in the
fight against illegal drugs
in the country.
In the said
launch, DILG Secretary
Benhur Abalos expressed
his gratitude to SM Prime
Holdings for joining the
crusade against illegal
drugs and being an active
BIDA partner. He said that
the free showing of the
BIDA ad in SM cinemas
nationwide will massively
help the program’s cause.
He likewise emphasized that the DILG,
under President Ferdinand
R. Marcos, Jr.’s guidance,
will continue the campaign
against illegal drugs and
calls for everyone’s participation and genuine support.
“We will continue
doing this. Ang ating Presidente, he is very serious
about this. Nandyan lahat
ng pwersa ng batas. But
then, on the other hand,
may kailangan tayong
gawin on [demand] reduction. It calls for a whole-ofcountry approach,” Abalos
said during the launch at
SM Megamall in Mandaluyong City.
Other than the
screening of the BIDA
ads, he said SM pledged
to conduct annual physical and drug test and
drug-free seminars for
employees; implement
strict security procedures
in SM Malls including roving K9s; use venues for
events, training, and information dissemination;
conduct activities such as
health and fitness-related
campaigns; job fairs; recreational activities; and information dissemination in
SM’s digital assets.
SM Supermalls
Senior Vice President for
Operations Engineer Bien
Mateo said the BIDA ads
will be shown in 74 cinema
branches which is expected to reach an estimated
2.5 million viewers. He
said it will also be exposed
to 53.8 million followers of
their digital-owned assets,
while the e-poster format
of the BIDA ad will be posted in 250 mall directories
that could be seen by 4
million mall goers everyday.
The screening
was attended by officials
and representatives from
DILG, SM Prime Holdings,
Philippine Drug Enforcement Agency, Dangerous
Drugs Board, Metropolitan Manila Development
Authority, Department of
Justice, Department of
Finance, Philippine Overseas Employment Administration, Commission on
Higher Education, and
Mandaluyong City government. DILG.GOV
