The project also serves as a collaboration with Reach Out and Feed Philippines Inc.
Sony Music Entertainment Philippines, in collaboration with JOSH CULLEN of SB19 and Reach Out and Feed Philippines Inc., has launched an inspiring initiative to support children in underserved communities across the country. This partnership not only addresses malnutrition but also tackles the environmental challenges that contribute to poor health in these areas.
This initiative is part of Sony Music Group’s global Season of Giving campaign, which brings together its artists and songwriters to give back to the communities they serve. This year, the program takes a more comprehensive approach, going beyond providing nutritious meals to addressing the root causes of malnutrition, including socio-environmental issues.
“Previously, we focused solely on delivering nutritional support. However, our work in places like Sitio Dumpsite in Antipolo has shown us that lasting impact requires addressing the severe socio-environmental challenges affecting children’s health,” shared Dawn Cabigon, Founder of Reach Out and Feed Philippines Inc. “For instance, in Tondo’s Smokey Mountain, over 25,000 residents, including vulnerable children, live amidst harmful pollution caused by waste burning. These toxins are as detrimental to health as inadequate nutrition. That’s why this project adopts a holistic approach, addressing both nutritional and environmental needs.”
A Star’s Inspiring Contribution
JOSH CULLEN actively participated in an outreach program at the San Pablo Apostol Parish in Tondo, Manila, where he performed tracks from his debut solo album, Lost & Found, including “No Control” and “1999,” alongside SB19’s viral hit “GENTO.” Cullen also invited children to join him in a dance challenge, creating an interactive and joyful experience.
Sharing his own story of overcoming adversity, Cullen connected deeply with the children, many of whom face similar hardships. He encouraged them to persevere, emphasizing that their dreams are attainable despite current challenges. After the event, Cullen joined volunteers in distributing gifts to the children, who had enthusiastically participated in party games.
“Collaborating with JOSH CULLEN brought an inspiring figure to our team and the children we aim to help,” said Cabigon. “In Tondo, where many children have parents who are incarcerated or work as scavengers, Cullen’s message of hope and resilience offered a beacon of possibility. He reminded the kids that they, too, can achieve their dreams through hard work and determination.”
A Campaign for Change
For JOSH CULLEN, supporting a cause close to his heart is deeply rewarding. “Being part of initiatives that align with my values makes my work meaningful,” he said. “This experience reinforced how small, collective efforts can create significant change. I’m grateful to contribute to a campaign that brings both joy and lasting impact to the community.”
As the 37th Awit Awards winner for Best Music Video (Wild Tonight), Cullen also highlighted the power of music and the arts to drive social change. “Music connects people, builds empathy, and amplifies voices that might otherwise go unheard. In local communities, the arts foster belonging, strengthen bonds, and spark positive transformation.”
A Brighter Future
This partnership between Sony Music Philippines, JOSH CULLEN, and Reach Out and Feed Philippines represents a significant step in improving the lives of children in underserved areas. By offering immediate assistance and addressing long-term challenges, the initiative aims to inspire hope, promote resilience, and pave the way for a brighter future for the next generation.
