As online scams and AI-generated deepfakes become increasingly difficult to recognize, Smart Communications, Inc. (Smart) and Rose Pharmacy are helping senior citizens become more confident and safer in navigating the digital world.
Around 50 senior citizens in Cebu recently participated in a digital literacy session led by Smart during Rose Pharmacy’s Senior’s Day celebration at Robinsons Galleria Cebu. The initiative focused on raising awareness about emerging online threats, including AI-generated deepfakes, fraudulent messages, and other forms of digital scams.
Held at the mall’s Atrium, the whole-day celebration brought together older adults for a meaningful day of learning, wellness, and community engagement. Activities included free medical check-ups, fitness sessions, informative talks, games, exclusive product discounts, and access to an OSCA Helpdesk.
As part of the event, Smart distributed free SIM cards and giveaways, introduced participants to the LiveSmart App, and conducted its #BeCyberSmart session, equipping seniors with practical knowledge on how to recognize suspicious online activities and protect themselves from digital fraud.
For many older Filipinos, staying connected with family and friends has become an important part of everyday life. However, the growing use of technology also exposes them to online risks, making digital education an increasingly important tool for their safety and independence.
The Senior’s Day activity highlights the growing partnership between Smart and Rose Pharmacy, which has evolved beyond retail services into a broader collaboration promoting digital inclusion, wellness, and community development.
Since joining forces in 2023, the two companies have steadily expanded their collaboration to make connectivity products and services more accessible through Rose Pharmacy’s nationwide network of trusted branches.
Through the partnership, Smart e-load services are now available in more Rose Pharmacy locations, allowing customers to conveniently purchase prepaid load while attending to their healthcare and everyday needs.
Their collaboration also extends to community initiatives that encourage healthier lifestyles and stronger support networks. Earlier this year, Smart and Rose Pharmacy joined forces for the Rose Pharmacy Cancer Warriors Run 2026 at Ayala Gatewalk in Mandaue City. The event brought together cancer warriors, their families, healthcare advocates, and supporters in a celebration of courage, hope, and solidarity.
Smart supported the participants through interactive activities, giveaways, network boosting, and reliable Smart 5G connectivity, helping attendees stay connected and share their experiences throughout the event.
“Connectivity has become an essential part of everyday life, and our partnership with Rose Pharmacy allows us to bring our products and services closer to customers through a retail network that communities trust,” said Christian So, AVP and Head of Modern Trade at Smart Communications.
“As we continue to grow together, we remain committed to making connectivity more accessible, enabling our customers with the best 5G experience, while supporting initiatives that create a positive impact in the communities we serve,” he added.
Michael So, General Manager of Rose Pharmacy, said the partnership reflects the company’s commitment to providing customers with greater convenience and value through services that address their everyday needs.
“Our partnership with Smart reflects our commitment to providing customers with greater convenience and value through services that support their everyday needs,” he said. “We are also pleased to extend this collaboration beyond our pharmacy counters through initiatives such as the Cancer Warriors Run, creating meaningful opportunities to engage with communities and promote active lifestyles.”
Moving forward, both companies will continue strengthening store readiness, product availability, merchandising, and customer engagement to deliver a more seamless experience across Rose Pharmacy branches nationwide.
Beyond making connectivity more accessible, the partnership underscores an important message: digital inclusion should reach everyone, including senior citizens who deserve the knowledge and confidence to enjoy the benefits of technology while staying protected from its risks.
