Home / About Us / Corporate Social Responsibility

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.


In 2018, PRO-FRIENDS increased awareness for and support from its stakeholders in practices that promote the arts and value for family as well as care for the environment and the underprivileged.

In the middle of the year, the company launched an Art Contest with the theme "Pamilyang nagmamahalan ang susi sa maunlad na bayan" among residents of its select projects as well as employees and their respective families. Out of the 89 eligible entries, 12 were declared winners composed of a mix of project residents, employees and employee family members. It was a pleasant surprise to see great talent within the PRO-FRIENDS family - heart and hand worked together to become a harmonious expression of aspirations for the family.

1st place winner in the 12 to 18 years category, Reynald Kim Librado (center) of Monticello Villas, is joined by members of his family beside his artwork, ‘Role Model of Progress’.

‘Disiplina at Malasakit’ is the 2nd place winner in the 19 years and up category by PRO-FRIENDS employee Robie May S. Rivera (right-most), who is joined in the photo by her supervisor Catherin Reyes and PRO-FRIENDS president Gerry Choa.

PRO-FRIENDS employee and grand prize winner for the 19 years and up category Cyrus Borromeo (second from left) poses with his artwork ‘Praying Family’. Joining him are (from left to right) PRO-FRIENDS president Gerry Choa; Cyrus’ daughter Calysta Ish Belle C. Borromeo, herself a 2nd placer in the 12 to 18 years old category; PRO-FRIENDS SEVP Jojie Guzman, and Cyrus’ wife, Anne.

PRO-FRIENDS recognizes that the growing population and continuous development of its flagship project, Lancaster New City, requires awareness of environmental care among homeowners and LNC stakeholders. With the assistance of the Culture Development Group, an organic unit within the PRO-FRIENDS organization, the LNC Ecology Club for homeowners was formed in 2018. The Club actively mobilized linkages in the community – students and teachers at St. Edward School, homeowners, members of Parish of the Holy Family - to conduct sessions on urban gardening, waste segregation, and eco-bricking, among others, that residents can practice in their respective backyards. Lancaster New City Cavite now has close to 32,000 trees after over 5,000 seedlings were planted in 2018. Its nursery, also a source of seedlings for the company’s other projects in Cavite, Iloilo and Pampanga, has since distributed over to 7,000 seedlings in the last four years.

PRO-FRIENDS volunteers from different departments in action while planting seedlings at Lancaster New City.

Volunteers pose for a posterity shot after their tree planting activity. Their efforts contributed to the 31,000 trees now growing at Lancaster New City.

Lush landscape all around Lancaster New City.

In PRO-FRIENDS’ offices, energy saving measures have been instituted with LED retrofitting on-going and expected to be completed by 2019.

Opportunities to serve the underprivileged sectors were given to PRO-FRIENDS employees who participated in feeding and wellness programs in barangays surrounding PRO-FRIENDS’ projects, visits to home care facilities for the sick, children with special needs and the elderly, and sending help to victims of calamities in the provinces. A total of 750 children and elders from 37 barangays benefited from company-initiated activities for 2018 with 150 employees volunteering their personal time and/or sharing their personal resources.

The children of Brgy. Pandacare all smiles during the book-reading and bookdonation activity in Iloilo.

Children from San Rafael, Pampanga were taught the importance of oral hygiene.

Birthday celebrators coming together — a PRO-FRIENDS volunteer and resident of Good Samaritan Nursing Home enjoy the birthday greetings.

PRO-FRIENDS volunteers visit the elders of Good Samaritan Nursing Home in Marikina.


It is a human tendency to complain when things do not go one’s way, especially when one feels like a victim of circumstance. To be able to smile through it, even behind a mask or without hair, is something the children of Bahay Aruga can afford even when hardly have the means.

PRO-FRIENDS, through its volunteer employees, visited Bahay Aruga, a pediatric home in Malate, Manila for cancer-stricken children who seek medical treatment at the Philippine General Hospital. When the kids came out one by one - some on wheelchairs, most them wearing face masks – they easily warmed up to their visitors who approached to dance ‘Baby Shark’ with them. Employees were later paired with a kid to play a toned-down version of Trip to Jerusalem and help each other in a coloring activity. After which, they listened to the story of Filemon Mamon, later sharing their insights on proper diet and exercise. Their parents also joined in on the fun and shared some of their stories with the volunteers. They were then presented with grocery items that could be shared communally and served with healthily prepared lunch.

Founded four years ago by Ms. Marietta Bonilla, Bahay Aruga provides decent shelter to families of cancer-stricken kids who would normally be found sleeping under the LRT in between treatments. More than 60% of children taken in by Ms. Bonilla’s team survive and the doctors at PGH acknowledge the value of the home saying abandonment of patients and discontinuance of treatment have decreased.

Everyone knows how to dance “Baby Shark”

A volunteer with one of the kids during the coloring activity.

Volunteers being offered key chains the kids made. Proceeds will go to laboratory expenses, among other costs the families have to shoulder.


ILOILO City – As one of the highlights of its year-long 10th anniversary celebration, Property Company of Friends, Inc. (PRO-FRIENDS) Iloilo held its first ever Family Fun Run on September 9.

Over 2,000 Ilonggos converged at SM Southpoint for the early morning run which also aimed at generating funds for the programs and projects of the company’s chosen beneficiaries.

Proceeds of PRO-FRIENDS Family Fun Run will go to SOS Children’s Village Iloilo, Friends of Cancer Kids Iloilo Foundation, Inc. (FCKIFI) and Asilo de Molo. These charitable organizations were chosen by PRO-FRIENDS Iloilo in order to reach every sector of the society.

PRO-FRIENDS Iloilo General Manager Dina Estocado thanked all the attendees for showing their support to the company that has been serving the Ilonggo community for 10 years now.

“As we continue to celebrate our 10th year, we are glad that we have this opportunity to have our very first fun run in PRO-FRIENDS,” she said.

Meanwhile, PRO-FRIENDS Iloilo Deputy Head Tani Puyat highlighted that more than a celebration PRO-FRIENDS Iloilo’s 10th anniversary, the fun run event also serves as the company’s way of giving back to the Ilonggos who became big parts of its journey.

“We are thankful and happy to see everyone joining our cause. We hope that with our projects here in Iloilo, we will be able to touch the lives of more Ilonggo families and provide them the dream home that they truly deserve”, she noted.

The winners each received a cash prize and medals. Consolation prizes were also given to other top 7 finishers of each category.

PRO-FRIENDS Iloilo is the developer of Parc Regency Residences and Monticello Villas which are both located in the town of Pavia, Iloilo.

For more details and inquiries about its projects, call (033) 338-3656 or log on to www.parciloilo.com and www.monticelloiloilo.com.

PRO-FRIENDS Iloilo Deputy Head Tani Puyat and PRO-FRIENDS Iloilo General Manager Dina Estocado giving their respective speeches.

Ilonggo runners gather at the PRO-FRIENDS Family Fun Run's starting point at SM Southpoint.

Over 2,000 Ilonggos join the PRO-FRIENDS Family Fun Run.

Some of the winners in the 10K category.


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

PRO-FRIENDS IN THE NEWS: Private sector infused P128.5 billion in ‘Yolanda’-struck areas since 2013

by: Bernie Cahiles-Magkilat, July 2017 ---- A total of P128.5 billion worth of investments from the private sector have been approved for Western Visayas, four years after Supertyphoon Yolanda struck the area.

According to the Board of Investments (BOI), the agency has approved 81 projects worth P138.5 since November, 2013 to June, 2017. The Supertyphoon struck the Western Visayas areas on November 8, 2013 leaving over 6,000 dead and huge damage to properties.

These approved investments are expected to generate 10,682 new jobs at their full operation.

Over half of these registered investment projects are energy and power projects, of which 27 are into renewable energy.

The rest are shared by sectors of manufacturing, real estate, agriculture, forestry and fishing, and accommodation and food service.

BOI Managing Head Ceferino S. Rodolfo said they have been implementing a number of initiatives to fast track the socio-economic rehabilitation and re-development of the areas devastated by super-typhoon Yolanda back in 2013.

“This year alone witnessed a construction boom with 12 real-estate projects and nine renewable projects which are set to facilitate the social and economic development in the areas devastated by the super typhoon,” Rodolfo said.

Notable big ticket investments in the Yolanda-stricken areas were into the power sector with P27.19 billion.

These include Langogan Power Corp., P1.272 billion, Palawan; Energy Devt Corp., P16.421 billion;, Iloilo, South Negros Biopower, Negros Occidental, P4.9 billion; Amatera Renewable Energy Corp, Negros Occidental, P4.2 billion; and AES Philippines Energy Storage Co Ltd, Negros Occidental, P3 billion.

Agricultural firm PalletAsia Victorias Corp. also invested P1.4 billion in Negros Occidental.

There were also several investments in housing projects worth P10 billion by property developers Profriends, Filinvest, Communities Iloilo, and Prima Casa Land Iloilo.

(this article was originally published in Manila Bulletin's website)


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.