The program’s growing impact tests Globe’s ecosystem-driven approach to nation-building
Globe’s Hapag Movement, an initiative to alleviate involuntary hunger across the country, continues to earn global recognition for its long-term, community-centered approach to end hunger. The program garnered two honors at the Marketing Interactive PR Asia Awards in Singapore.
The Hapag Movement bagged a Silver Award for Best CSR Program for its holistic model addressing hunger through meal support, livelihood opportunities, and nutrition education. Globe’s Sustainability and Corporate Communications Group also won Bronze for Best PR by an In-House Communications Team for building and sustaining the nationwide movement end-to-end without third-party support.
Since 2022, the Hapag Movement has worked to address hunger in the Philippines, focusing on both short-term food assistance through supplemental feeding and fostering long-term resilience through livelihood training for families plus nutrition education to mothers and students in collaboration with NGO partners on the ground. Programs include tech-vocational training, urban gardening, wholesale baking, holistic wellness, upcycling single-use plastics, and agricultural technology training, among others.
The commitment to uplift 100,000 Filipino families has already exceeded expectations, with more than 150,000 families fed in 2025. Since launch, the movement has also drawn the support of more than 1.2 million Globe and TM subscribers who have donated Rewards points.
Some of the movement’s notable achievements include boosting early education attendance in Basilan by 13.8% through school feeding programs, providing thousands of meals to vulnerable families in DSWD-identified hunger hotspots, and rescuing surplus crops from 80 agricultural partners to feed over 28,000 households. Additionally, the initiative empowered rural communities by raising the average income of Ata Manobo farmers from PHP 500 to PHP 17,000 through the provision of seedlings, fertilizers, tools, and training.
“The Hapag Movement has shown that when people are united in one purpose, we can create real impact for a #GlobeofGood,” said Yoly Cristanto, Chief Sustainability and Corporate Communications Officer at Globe. “What started as a hunger alleviation program has evolved into a collective movement powered by customers, employees, partners, and communities. These awards affirm that sustained impact is possible when innovation, transparency, and shared purpose come together. As we move into Hapag’s next phase, we are even more focused on addressing child stunting and helping build a healthier future for Filipino families, and this is what going forward together truly means.”
Globe’s Hapag Movement has been strengthened by an ecosystem of giving streams that make participation easy and inclusive across different customer segments. These include Gastronome Giving, a premium dining series that opened a new giving pathway for Globe Platinum customers; Rewards points donations for Globe mobile and broadband subscribers to contribute without friction; employee giving streams that converted unused benefits into cash contributions; and The Hapag Movement x ShareTheMeal fundraiser platform with the United Nations World Food Programme, which extended participation to Filipinos abroad and global supporters.
The movement’s approach is backed by Social Weather Stations studies confirming that interventions like supplemental feeding help alleviate involuntary hunger. The initiative has also earned industry recognitions, including back-to-back Gold awards at the Inquirer ESG Edge Impact Awards and the regional finals at the Asia ESG Awards.
On its next chapter, The Hapag Movement reiterates its long-term vision of addressing malnutrition to help reduce child stunting in the Philippines. By partnering with established NGOs leading the charge on the ground, the movement aims to protect the health and future of the next generation.
Continued support for The Hapag Movement is welcome through donations via the GlobeOne app by clicking the Rewards button and click the Hapag Movement.
