Jollibee search for exemplary families on

Manila, Philippines -  Jollibee continues its commitment to promote positive Filipino values and social responsibility through the 2nd Jollibee Family Values Awards (JFVA). This annual program aims to recognize model Filipino families whose strong ties and admirable qualities serve as inspiration to their communities.

To formally launch this year’s search for the five exemplary families, Jollibee hosted a roundtable discussion at the Eastwood Richmonde Hotel with the topic “The Filipino Family in the Digital Age.” Family welfare advocates, who will also be joining the 2012 board of judges, sat as panelists. They were led by lawyer and STAR columnist Adel Tamano, entrepreneur and proud mom Audrey Tan-Zubiri, marriage and family counselor Maribel Sison-Dionisio, and Jollibee vice president for marketing Albert Cuadrante. They discussed the role of today’s technology — such as social media, instant messaging, mobile phones, and the Internet — in shaping the values of the family and shared insights on how these tools can be used to strengthen family ties. Also joining the discussion was technology expert Jerry Liao of Infochat.

“Times are changing and, as parents, we should be open to change,” said Jerry Liao. “We, too, should adapt our parenting to these changes. We should set guidelines instead of imposing rules, replace control with supervision, and be constantly updated.”

Liao also advised parents to monitor instead of preventing kids from accessing the Internet, because dependence on technology is inevitable and necessary. According to Liao, Filipinos upload the most number of videos on Youtube and share the most photos on social networking sites like Facebook.

For Audrey Tan-Zubiri, the use of technology, especially for communication, is necessary but should be used in moderation. “Human interaction is still more important. My husband and I use cellphones and Skype for urgent matters, but we try to reserve our more personal thoughts for actual interactions.”

Marriage counselor Maribel Sison-Dionisio strongly encouraged parents to spend more time with their kids to prevent them from getting too hooked on gadgets and the Internet. “Technology provides instant gratification, which eventually affects our children’s attention span. For kids three years old and below, it is advisable not to expose them to videos and too much technology. Instead, encourage them to interact with real playmates, give them books, toys, and music. Know their interest so that they won’t easily turn to technology for a quick fix.” 

Completing this year’s board of judges are Jollibee Foundation president Grace Tan Caktiong, who will sit as chairman of the board of judges, Fr. Allan Abuan of the Center for Family Ministries, Department of Social Welfare and Development (DSWD) Undersecretary Alicia Bala, academician and columnist Dr. Queena Lee-Chua, and Jollibee vice president for human resources Theresa Jotie.

“Through the Jollibee Family Values Awards, we aspire to further strengthen the foundations of the family by recognizing those who serve as inspiration to others through their joy, unity, optimism, and generosity,” said Jollibee vice president Albert Cuadrante. “More than being inspired by these notable families, we hope more people will be motivated to transform this inspiration into positive behaviors that will compel them to also be models in the community.”

“I look forward to a very enriching experience as part of this year’s Jollibee Family Values Awards. I believe that what makes the Philippines a strong country are our Filipino families,” said JFVA judge Atty. Adel Tamano.

This year, the five winning families will each receive a cash prize of P100,000, a trophy designed by renowned brass sculptor Michael Cacnio, roundtrip airfare tickets to any local destination from Airphil Express, whole-day passes to Manila Ocean Park, and P10,000 worth of Jollibee gift certificates.

To join the search, nominators must simply accomplish the nomination form (available for free in all Jollibee branches nationwide or may be downloaded at Jollibee’s corporate website www.jollibee.com.ph) and answer the questionnaire on the nominated family’s eligibility. Deadline of submission of entries is on or before August 31, 2012.

For further details on the Jollibee Family Values Awards, visit the nearest Jollibee branch or log on to www.jollibee.com.ph.