Sony Ericsson, Ericsson Philippines, and SM Supermalls launch UNICEF Mobile Education for Children on the streets of Manila
Monday, December 7, 2009
Manila Bulletin

Coming from the highly successful million smile campaign for UNICEF, Sony Ericsson has partnered anew with SM Supermalls for “I-Share Ang Saya.” The new campaign will support UNICEF’s Mobile Education and Child Protection Program for Children on the streets of Manila.

Sony Ericsson and sister company Ericsson Telecommunications, Inc. Philippines are donating P1 million for a mobile education van, a vehicle which will help educate children in areas where they stay around the city. The vehicle will be equipped with a laptop and mobile broadband access, plus other communication equipment to help facilitate sessions on the streets led by trained street educators and social workers. Along with their families, these children will have better access to education, skills training, counseling and social services.

Studies estimate that there are at least 250,000 children on the streets scattered in major cities nationwide. 50,000 of which are “highly visible street children,” meaning they spend most of their days and nights on the streets. The Mobile Education and Protection Program for Street Children is an innovative approach that involves the local government and non-government organizations (NGOs) working to give these children a second chance. The NGO partner for this particular program is the Lingap Pangkabataan Inc. The NGO employs trained street educators and social workers to provide support services like counseling, parenting sessions for adults and caregivers, reintegration or mainstreaming of street children to formal school or referral to Alternative Learning Sessions (ALS) and vocational skills training programs. This can help prevent violence and abuse, by getting children off the streets and giving parents or caregivers more support.

“We at UNICEF are grateful to our valued corporate partners for their continued support to Filipino children. These funds serve as a lifeline to children on the streets, giving them life skills and the opportunity for a better future,” said UNICEF Country Representative Ms. Vanessa Tobin.

Participating SM Supermalls nationwide have set up donation bins for the public to contribute to the project. The donation bins are located in “I-Share Ang Saya” exhibits that will be launched in various SM Malls.

“We are formally launching the project with UNICEF and at the same time, introducing the new Sony Ericsson handsets – Satio, Aino and Kita – to the local market in these traveling expos. As our previous partnership with SM Supermalls and UNICEF has proven, we have a unique opportunity to protect our children’s right to education, wherever they may be situated,” said Dennis Manzano, Sony Ericsson General Manager.

“We consider this project with UNICEF a milestone Corporate Responsibility project for Ericsson. We are even more pleased to be working with our sister company, Sony Ericsson,” said Rajendra Pangrekar, Ericsson Philippines President and Country Manager. “I speak for all our partners when I say that we value this project for what it represents: The opportunity to turn things around and give these children a fighting chance to have a safer, and hopefully more comfortable and productive life.”

As phones that offer many mobile entertainment possibilities, the three handsets spurred Sony Ericsson to partner with affiliates Sony Pictures and Sony Music. Aside from product demos, the “I-Share Ang Saya” exhibit features the latest song releases, album previews, music videos, mobile games and upcoming blockbuster movie previews.

The campaign also comes with its own anthem performed by a host of Sony Music artists who gathered to sing for the cause. “Let’s Be Happy Mga Kids” was composed by Itchyworms for the campaign. The song features vocals from Ely Buendia, La Diva, Brownman Revival’s Dino Concepcion, rapper Gloc 9, Callalily’s Kean Cipriano and other artists who gave their time and voices to the project. The song is available for download at the exhibit.

“I-Share Ang Saya” will run in SM Supermalls from now until January 2010. The exhibition will move across SM North EDSA, SM Mall of Asia, SM Cebu, SM Davao, SM Baguio, SM Pampanga, SM Bacolod, SM Iloilo, SM Naga, and SM Megamall.

SM Prime Holdings, Inc.

SM Prime Holdings, Inc.
Mall of Asia Arena
Annex Building
Coral Way cor. J.W. Diokno Blvd
Mall of Asia Complex, Pasay City
1300 Philippines