SM Prime Holdings Inc., and SM Supermalls immediately responded to the call for rescue and relief operations in Pangasinan to help out victims of Typhoon Pepeng.  The company, utilizing its resources, as well as employing the help of the Navy, conducted evacuation efforts as well as started sending relief goods to the area.

The efforts were led by SM Prime Holdings president Hans Sy, who personally flew to Rosales, Pangasinan, to oversee and participate in the operations.

This involved the evacuation of people to safer grounds and to take sick people to San Carlos City Hospital.

SM Supermalls president Annie Garcia, meanwhile, is overseeing the packing of relief goods that will be sent shortly to Pangasinan for the victims. This is done through the effort of Operation Tulong Express where donation bins are set up in all SM Supermalls nationwide.  This is in partnership with Caritas Manila (for Typhoon Ondoy victims) and SM Foundation Inc.