CEBU, Philippines - On its 17th year, Jollibee’s “Maaga ang Pasko” intensifies its nationwide campaign of spreading cheer to less fortunate children with the help of its army of Jolly Toy Scouts composed of its customers, partner schools, companies and now – Filipino families who want to bond together while reaching out to others in this season of giving.
To officially signal the start of the Maaga ang Pasko season, Jollibee has set up five Jolly Family Toy Scouts Christmas hubs in partnership with SM Supermalls including SM City Cebu.
Last October 30, Cebuanos witnessed the fun and memorable kickoff activity cum media launch at the Event Center of SM City Cebu. In attendance were Cebu City Mayor Michael Rama, the new batch of Jolly Toy Scouts like its partner schools (Kids Day Care and After School Center, St. Paul College Foundation, STI College, and University of Cebu-Banilad); as well as Boy Scouts of the Philippines, and companies from the region, Jolly Toy Scout families and Jollibee executives led by Ms. Grace Mercado, operations director for VisMin district 1.
“We would like to invite Filipino families not just here in Cebu but across Visayas to celebrate the season by becoming instruments of sharing and giving – specifically by making Maaga ang Pasko a part of their family Christmas tradition,” Mercado said.
Various family-themed booths were set up at the Event Center to enable participants and mall-goers to enjoy the time with their families while contributing to the campaign. All they had to do was to present old toys and books in exchange for tickets to join in the fun.
Among the morning’s program event highlights were the induction of the 2011 batch of Jolly Toy Scouts in Cebu, as well as the symbolic hanging of commitments to the Maaga ang Pasko Pledge tree by representative families including the Garcia family of Cebu City and the Suplido Family of Silay City, Negros Occidental who won the Jollibee Family Values Awards (Visayas). These family pledges are meant to inspire other Filipino families to do something together for others through Maaga ang Pasko and experience a more meaningful Christmas.
“It’s that time of the year again when kind-hearted Filipinos create a meaningful, earlier Christmas celebration through the magic of toys and books. I think there is no better way for families to bond than to work together in bringing the joy of the season to those who need it most,” Mercado added.
“Generosity is one of the important things that a family can learn together at Jollibee Maaga ang Pasko. We’re happy to be given a chance to join in this worthy cause and further strengthen our family ties in the spirit of giving,” Mardi Suplido said.
The Maaga ang Pasko Pledge tree will be on display at SM City Cebu so other families can hang their pledges. These pledges can range from simple donations or gifts for their chosen orphanages or foundations, as well as outreach activities.
To date, Jollibee Maaga ang Pasko has spread the holiday cheer to thousands of children through almost two million toys and books collected and distributed over the years. Last year, students from 60 schools and employees from 33 companies worked together to gather 200,000 toys. Known collectively as the Jolly Toy Scouts, these volunteers gave less fortunate children a more memorable Christmas celebration.
“Maaga ang Pasko owes its success to the participation of our Jolly Toy Scouts. If we get to engage their whole families this year, it will help the campaign touch more hearts and lives, strengthen family ties and promote positive family values,” Mercado also said.
According to Oliver Alcid, Jollibee marketing services officer, and Dennis Reyes, press relations officer, actor Aga Muhlach is still brand ambassador, even though the launch saw ABS-CBN talent Empress Shuck entertaining the crowd.
To become Jolly Toy Scouts, Filipino families can simply set a day to gather their old toys and books in their homes and drop them off in the Maaga ang Pasko boxes in any of more than 730 Jollibee stores nationwide. (MEEV)