ON presentation of the priority programs of the Presidential Commission for the Urban Poor (PCUP), 20 goodwill ambassadors invited by the agency pledged full support to the fulfillment of its mandate of serving the country's marginalized and underprivileged sectors, particularly the urban poor and informal settler families (ISFs).PCUP officials met with the ambassadors in a conference where the four banner programs formulated by the new administration led by its chairperson and chief executive officer Undersecretary Elpidio Jordan Jr. were presented and outlined as part of the poverty alleviation initiative of President Ferdinand 'Bongbong' Marcos Jr.Scheduled to be implemented the following year, the said programs include the 'Piso Ko, Bahay Mo' program, which aims to provide decent housing to urban poor families through a savings mobilization, as well as resource mobilization known as Lingkod Agapay Maralita (LAM), urban poor data generation and collaboration and partnership program.'The program recognizes the increasing role that businesses have been playing in local development by going beyond mere corporate social responsibility. In addition, there is also a growing realization that doing business with social impact is possible which is blurring the gap between conventional territories of development players and businesses,' he pointed out.LAM is geared toward addressing the economic needs of UPFs by stimulating savings mobilization, which would be implemented in partnership with the private sector.As to urban poor data generation, efforts will be made in partnership with local government units (LGUs) to create satellite offices in cities and municipalities in the NCR, Luzon, Visayas and Mindanao.Finally, collaboration and partnership will institutionalize the call for goodwill ambassadors from the business sector, academe and non-government organizations.