The Department of the Interior and Local Government (DILG) and SM Prime Holdings, Inc. on Thursday expanded the nationwide awareness campaign for the Unified 911 Emergency Hotline, bringing the government’s life-saving emergency information to millions more Filipinos through one of the country’s largest digital advertising networks.

As part of the Department’s continuing collaboration with private sector partners to promote Unified 911, SM officially rolled out promotional materials across its nationwide network of digital advertising billboards and 398 SM Cinema screens, significantly widening the campaign’s reach and encouraging more Filipinos to remember a single number during emergencies.

DILG Secretary Jonvic Remulla said the partnership marks another important step in making the Unified 911 system more accessible to the public and strengthening the country’s culture of preparedness.

“Eto na ang umpisa ng pagkakaisa ng bayan natin sa emergency response. Ito ang 911,” Remulla said during the launch of the Unified 911 for Resilience National Campaign.

The Secretary emphasized that Unified 911 reflects the government’s commitment to ensuring that every Filipino can seek help regardless of the language or dialect they speak.

“Ang Unified 911 ay hindi unified dahil isang numero lang ang tinatawagan. Ito’y Unified 911 dahil ipinakikita natin na pinapahalagahan natin ang kultura at lenggwahe ng bawat rehiyon,” he said.

Remulla also announced the DILG’s continuing efforts to strengthen emergency response capabilities through the planned procurement of additional emergency response vehicles for the Bureau of Fire Protection (BFP) and the Philippine National Police (PNP), ensuring responders are equipped to meet the growing demand for emergency services nationwide.

Since its launch in 2025, the Unified 911 System has successfully handled more than 12.78 million calls through its National, Regional, and Satellite Command Centers, reflecting the growing public confidence in the country’s integrated emergency response system.

The Secretary likewise underscored the Department’s commitment to transparency and accountability in the procurement of equipment supporting the Unified 911 program.

“Ang 911 ay hindi lamang nag-uumpisa at natatapos sa isang numero. Nakikita ninyo ang ating mga bagong kagamitan – lahat ‘yan, tingnan ninyo kahit saan, pag-aralan ninyo lahat ng papel, lahat ng ginagastos natin, it is corruption free. Walang lagay, walang patong.”

Remulla also called on members of the PNP and BFP to continue upholding professionalism, integrity, and excellence in public service, emphasizing that public confidence in the country’s emergency response system ultimately depends on the dedication and conduct of every responder.

Also present during the launch were Pasay City Mayor Imelda “Emi” Calixto-Rubiano; Philippine National Police Chief PGen. Jose Melencio C. Nartatez Jr.; Bureau of Fire Protection Officer-in-Charge FCSUPT Wilberto Rico Neil A. Kwan Tiu; Philippine Coast Guard Commandant Admiral Ronnie Gil L. Gavan; and SM Prime Holdings, Inc. Vice President for Mall Operations Engr. Junias M. Eusebio