August 14, 2023

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-of-country 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.

Original Article at: https://dilg.gov.ph/news/DILG-SM-Cinemas-partner-for-free-showing-of-BIDA-ads-expected-to-reach-25M-moviegoers-nationwide/NC-2023-1141