Cleaning up the shoreline and the ocean is everybody's business, This is the message imparted by the Shore It Up campaign of Metro Pacific Investments Foundation. "We Filipinos love the beach; this is our way of spreading the message that, it's time every one of us do our part. We have seen the devastation of the recent typhoons, especially after tons of garbage are left when the flood subsided. "We hope everyone realizes what this means. We should do something; it's time to clean up," said Ms. Melody del Rosario, VP for Corporate Communication of MPIC. Shore It Up is the corporate social responsibility project of MPIC under Metro Pacific Investments Foundation (MPIF). It focuses on underwater and coastal clean-up as its core activity.

Yearly, Shore It Up also engages in various environmental rescue, restoration and revival activities such as mangrove planting, tree planting, giant clam seeding, giant clam moving, and artificial reef installation to name a few.