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Corporate Social Responsibility

As a company that believes in the value of giving back, PRO-FRIENDS undertakes initiatives that acknowledges the marginalized sectors of society, reaching out to them and alleviating their current situation through acts of goodwill.


Over the years, the management of Lancaster New City has conducted various tree planting activities to make the community more ecological and sustainable for its growing number of residents. Since September 2013, a total of 18,352 trees have been planted within the community. It has become a home to 59 species of trees, 27 of which are native to the Philippines. Copper pods, Molave, Nedras, Jasmine, Balitbitan, Kamagong, Banaba, Tecoma and Bani are only few of the many tree species that grow in the linear parks, entrance gates, sidewalks and secondary roads of Lancaster New City.

Groups within PRO-FRIENDS such as the Commercial Business Group (CBG) and Estate and Asset Management Group (EAMG) have become part of this initiative for the past years. To continue the campaign, the Sales and Marketing Group organized ‘Go Green Lancaster’ to take a step toward a greener Lancaster New City community. The program started with a brief overview on what PRO-FRIENDS has accomplished so far in the project and the basic dos and don’ts of planting a seedling. Afterwards, 50 volunteers joined and planted over 400 seedlings in Zone 1 Somerset 11.

With over 1,600 hectares, turning the vision into a full blown reality will take massive efforts not just from PRO-FRIENDS employees but most especially from the homeowners themselves. Little by little, Lancaster New City is becoming the green community that it is envisioned to be. Besides the tree planting activities, the community also uses solar powered street lamps and encourages the homeowners to use electronic bikes… truly a family-friendly city.

Participants plant trees at residential linear parks. A unique feature of PRO-FRIENDS’ projects, the linear park is an open space provided for recreational use to be enjoyed by residents within the same block.

Mike Asinas (in green), head of Lancaster New City’s Landscape Studio, briefs participants prior to the activity


DASMARINAS, CAVITE ---- Kids with special needs were delighted with surprises brought by Property Company of Friends, Inc. (PRO-FRIENDS) as the property development company visited JADE HOME, a residential home of Virlanie Foundation for kids with disabilities.

PRO-FRIENDS representatives brought joy by playing games with the kids, telling them stories, and donating the basic material needs of the children. “It’s a way of giving back. For 17 years the LORD has blessed us, it’s a small thing that we are able to do but for us, giving joy to these kids is big deal,” said PRO-FRIENDS EVP and Corporate Communications Head Augusto Leonardo. Residents of Jade Home are mostly abandoned by their parents, “Normally pag tinurn-over ng local DSWD sa amin, hinahanap pa naming yung mga magulang nila (Normally when the local DSWD turn-over the kids to us, we still search for their parents,)” related Deana Suzara, Jade Home Center Head. It is the volunteers who oversee the kids and teach them the basic things every day. The entertainment was highlighted by a magic show which the children really enjoyed.

Meanwhile, the same activity was done in Guimbal Center for Children with Special Needs in Iloilo. “Christmas is about loving, giving and being a blessing to others. I know the children of Guimbal can be our future. Let us help shape their future,” said PRO-FRIENDS Iloilo General Manager Dina Estocado.

This Corporate Social Responsibility has become an annual tradition for PRO-FRIENDS. The company has previously visited the orphans in White Cross Children’s Home in San Juan Metro Manila and SOS Children’s Village in Iloilo. Elders took the limelight in 2015 as PRO-FRIENDS paid them a visit specifically in the elders’ home in Kanlungan Ni Maria in Antipolo City and Asilo De Molo in Iloilo.


December 1, 2015, ILOILO CITY– It is not co-incidental but providential that as we go nearer the season of giving, Property Company of Friends, Inc. (PRO-FRIENDS) delivers happiness to Asilo de Molo, an elderly care center located in Molo, Iloilo City. Pro-Friends, known for its residential projects namely Parc Regency Residences and Monticello Villas in Pavia, Iloilo, spent an afternoon for an outreach program last December 1, 2015 to celebrate Christmas in the elderly shelter run by the Daughters of Charity of the Philippines.

PRO-FRIENDS extended its thrust of “Creating Communities, Transforming Lives” this year by holding a Christmas party at the Asilo de Molo. The event, entitled “Touching Lives, a Christmas Party for the Elderly” has painted smiles on the faces of 42 senior citizens from the whole of Panay, who currently live in the shelter. The company brought good food, some dance numbers for amusement, gifts, and donations to the shelter. Pro-Friends received a warm welcome by the senior citizens as well as the staff of Asilo de Molo. With the participation of other senior citizens showcasing their talents, the afternoon was filled with laughter and smiles, and touching moments where the elders sing along the familiar songs their friends were performing.

“There is an ancient saying that ‘a candle loses nothing by lighting another candle.’ In this activity, we reach out and share the blessings to our elders to make them happy and remember the true spirit of Christmas. It is our way of letting them know that they are still important, special and loved.” says PRO-FRIENDS Executive Vice President Augusto G. Leonardo Jr. Some of these senior citizens have found their second families in the home after being abandoned. Finding companies in the form of the other residents they can talk to and interact with is something that the shelter also offers aside from the basic care services to the elders. PRO-FRIENDS hopes that this activity will also inspire more people to “light another candle / share the passion and positive energy” to others.

True to its mission and vision, PRO-FRIENDS has actively run outreach programs not only to give back to the society, but as a way to live by the core values of the company. To Pro-Friends, reaching out to the marginalized sectors of the society has always been part of the way they do things; it was never just about business.


NOVEMBER 26, 2015, ANTIPOLO, RIZAL ---- Property Company of Friends, Inc. (PRO-FRIENDS) took time out and delivered care through gifts, food, and joy to the elders residing in Kanlungan Ni Maria home for the aged in Antipolo City, Rizal. PRO-FRIENDS, through its projects under the Corporate Social Responsibility (CSR), has chosen to extend help to the needs of the elders this year in congruence with the company’s tagline of “creating communities, transforming lives.” “Transforming lives has no age limit. Seeing the joys in the faces of the elders is priceless,” said Augusto Leonardo, PRO-FRIENDS Executive Vice President.

The elders enjoyed an afternoon-filled with laughter and music. One of Kanlungan Ni Maria’s residents, Nanay Pina, shared her talent of pick-up lines and jokes which delighted the guests and fellow elders. “Saan binaril si Jose Rizal? Sa likod! (Where was Jose Rizal shot? At the back!)”, was one of Nanay Pina’s classic jokes which was recorded on video by guests and garnered many views on Youtube. Everyone also enjoyed the selections played by trio musicians who led the singing of old, folk, and mix of Christmas songs.

PRO-FRIENDS donated the immediate needs of the institution which include cleaning materials, electric fan, emergency lamps, and medicines. Before taking their hearty meal, the elders expressed their heartfelt gratitude by saying thank you in chorus, and writing thank you notes for the guests and their friends from the media.

In December 1, 2015, this activity was replicated in Iloilo City, where PRO-FRIENDS delivered happiness in Asilo De Molo.