SM Cares Advocates for Creating Safe Spaces for Breastfeeding with Free to Feed Photo Campaign

In celebration of National Breastfeeding Month this August, SM Cares continues to promote breastfeeding awareness by mounting the “Free to Feed: Championing Safe Spaces for Breastfeeding at SM” forum and photo exhibit roadshow, launched at SM City Dasmariñas last August 16, 2023, together with Provincial Nutrition Office, Dasmariñas City Health Office and Dasmariñas Greenladies.


The Photo Exhibit

The roadshow will be held throughout August to serve as a powerful reminder of the importance of supporting mothers in their breastfeeding journey. Under the #StoriesMatter campaign of the SM Cares advocacy on Women, featured works from photographers reflect the different stories of breastfeeding mothers from various parts of the country. The exhibit launch also featured an inclusive forum with panelists representing various sectors to spark conversations on how to create safe spaces for mothers to choose and sustain breastfeeding.

The panelists


Ribbon cutting

As a Mall for All, we believe in the importance of advocating breastfeeding awareness among Filipinos and encouraging safe and welcoming spaces for mothers,” said SM Cares Committee on Women and Breastfeeding Mothers Program Director Atty. Pearl Jayagan Turley. “SM malls are a prime example of such a place where mothers are free to breastfeed anywhere, while also having breastfeeding stations that are fully equipped with anything moms might need to nourish their babies.”


The mommies and their babies during the event.

SM Supermalls provides accessible and safe spaces for nursing mothers through 80 breastfeeding stations available for customers and employees across SM malls nationwide. Earlier this month, SM Cares kicked off World Breastfeeding Week with sensitivity trainings for frontliners conducted by SM Mall Nurses to help create a welcoming environment for breastfeeding mothers. Dede-cation Perks are also available for mothers visiting breastfeeding stations in partnership with Baby Company, Watsons, Cetaphil, Dove and Sansfluo.

FOR MALLS: Safe Spaces NEW POSTER KV - Free to Feed 2

To amplify how breastfeeding is welcome at SM, the Free to Feed photo contest was also launched for photo enthusiasts to submit original photos featuring breastfeeding mothers in any area within any SM mall, such as the food court, car park, tenant areas and more, but most especially at breastfeeding stations at the mall. Participants may send their entries through until August 21, 2023 through this link:

Visitors can view the Free to Feed exhibit during the following schedules at these participating SM malls: August 10-20 at SM City Davao, August 15-21 at SM City Pampanga, August 16-20 at SM City Dasmariñas, August 19-24 at SM City Iloilo, and August 28 to September 2 at SM City North EDSA.

For more information, please visit or follow SM Cares on

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