Jollibee seeks out exceptional Filipino families

Not everything that can be counted counts, and not everything that counts can be counted,” said the eminent physicist Albert Einstein. It can happen that the material trappings of success are not as important as the underlying values that lead to their attainment. When raising a family, success should be measured not only by the achievements of the parents in their professions or the accomplishments of the children in school. An important gauge of success is determined by the kind of people we become. And thus, parents have a responsibility to rid themselves of bad habits, teach by example, and instill the right values so that their children grow up to become upright, honorable and thinking adults. In working towards a better and more stable future, it would be good for all Filipinos to keep this adage in mind: “Kung ano ang puno siyang bunga; kung ano ang uri ng tao ,siya ring uri ng bansa.”(The tree bears the fruit; just as its people define a nation.)

Jollibee vice president for marketing Albert Cuadrante, national training director of Marriage Encounter Foundation of the Philippines and Center for Family Ministries (CEFAM) Fr. Allan Abuan and Jollibee Philippines president Jose Miñana

Acknowledging the vital role of the basic family unit in nation building, Jollibee has launched its very first “Family Values Awards.” This is a nationwide search for five outstanding families who exemplify positive Filipino values and have made a difference and inspired other people through their deeds. “Jollibee is not just a food brand. It is a family brand with values aligned to Filipino values,” explains Albert Cuadrante, Jollibee VP for marketing. “We’ve been giving awards to exemplary individuals, but the “Family Values Awards” is recognition that they became that way, in part, because of their families. ‘Family is where it all begins’ is the inspiration for this campaign. This time, we are celebrating exemplary Pinoy families.”

In the past, Jollibee has recognized the achievements of “Yumbassadors,” or outstanding Filipino youth.

From July 1 to Aug. 31, anyone may nominate a Filipino family (including their own) for Jollibee’s Family Values Awards. Five winning families from Mega Manila, Northern Luzon, Southern Luzon, Visayas and Mindanao will each get P100,000 in cash (tax-free), a trophy, and P10,000 worth of Jollibee gift certificates. The awards will be given out in September to coincide with National Family Week.

Judges Julius and Tintin Babao

The nominated family should have at least one child 18 years old and below and be currently residing in the Philippines; must be Filipino citizens of good moral standing with no criminal record; and serve as a role model for others.

“The nominees should mirror family values that we espouse as a company,” adds Alan Cuadrante. “These are the families whose exceptional bonds enrich not just their own lives but also that of their respective communities. Through their examples and collective deeds while embodying respect, optimism and generosity, they show the many joys that close family ties bring and how these positively affect society.”

Judges will include Jollibee Foods Corporation officers and Fr. Alan Abuan of project partner Center for Family Ministries, TV personalities Julius Babao and Christine Bersola-Babao, Department of Social Welfare and Development Secretary Dinky Soliman, and parenting columnist Cathy Babao-Guballa. All entries will be judged by a panel consisting of five well-known family-oriented personalities and three Jollibee senior officials. All entries will be judged on the following criteria:  Exemplifies Filipino family values — 40 percent; nominees’ impact outside the family — 40 percent; degree of participation of the whole family — 10 percent; and uniqueness of the story — 10 percent.

Nominations must be sent through postal service to Strategic Works, Inc. at 2nd floor Zaragoza Building, 102 Gamboa Street, Legazpi Village, Makati, or e-mail jollibee.fva@stratworks.ph.

Jollibee marketing manager for families and working adults category Kent Mariano

“Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has,” the respected American cultural anthropologist Margaret Mead once said. Perhaps it is only fitting that Jollibee has chosen to recognize the impact of each family unit on the greater society. After all, Jollibee began as a two-branch ice cream parlor in 1975 that has grown to become an immensely successful, well-loved and iconic Philippine brand.

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Nomination forms will be available at Jollibee branches nationwide or may be downloaded from Jollibee website www.jollibee.com.ph.