Notwithstanding the continuous evolution of various mediums of learning, children must keep the habit of reading, something which a book publishing official underscored at the National Children’s Book Reading Day yesterday at the SM Mall of Asia in Pasay City.

“These days, a lot of buzz have been created by the introduction of innovations,” Vibal Group National Sales Manager Eleazar Polinar told some 80 participating public elementary pupils. “For these technologies, as far as education and learning are concerned, the fact remains that whatever the medium, whatever the platform, the message is still what really matters.”

SM Cares Committee for the Youth and Children’s Welfare Program Director and Assistant Vice President Royston Cabuñag said that they noticed an increase in the number of participants for the past six years.

“[Through this activity,] we can push traditional values and remind children of the beauty of the Filipino culture,” he said.

Cabuñag said that half of the number of their mall-goers are children, so they developed a program for them.

“SM now has almost four million people who visit once a day – almost two million of them are children, so we really enjoy having projects that develop them,” he said. “SM Malls do not only cater to shopping needs, we can also be a platform to literature, education, and child development.”

Cabuñag also emphasized the importance of teaching them the value of reading at an early age.

“Our target are those around five to 10 years old, so that the discipline of reading [and] the craving for knowledge would be instilled to them early on,” he said.

Manila Bulletin External Affairs Head Barbie Atienza and Public Relations Manager Badette Cunanan read Vibal Group storybooks “Ang Askal sa Kalye Kalinaw” and “Piyestasa Hardin ni Lola Benita”  before pupils from Grades 1 to 3.

“We really want to build our world around reading, not because it is our business, but because it is a vital part of our lives,” Cunanan said.

The project, spearheaded by SM Cares, was a collaboration with the Manila Bulletin, Department of Education, Vibal Group, and SM Mall of Asia. (With reports from Marion Abegail A. Berico and Emil John T. Manguerra)