Jollibee 'Toy Scouts' spread Christmas cheer
That Christmas is a time for children is an acknowledged fact, and in a country such as the Philippines where the yuletide season is a prolonged season of cheer, the happiness of children is of utmost importance to the majority of families. Much as all parents would like to make their children happy, however, some do not have the financial means to do so. It can happen that children have to do without the usual toys and gifts, as the breadwinners in their families struggle with the difficulties of being able to earn enough for basic necessities such as food for the dining table.
Fortunately, corporate social responsibility programs such as Jollibee’s MaAga ang Pasko are in place to help make up for some of the insufficiencies. For 14 years, the program that is in partnership with popular multi-awarded actor Aga Muhlach seeks to make the Christmas season more joyful and meaningful for underprivileged children by launching drives to collect toys and gifts for less privileged kids.
The campaign was launched significantly early this year, as Jollibee celebrates its 30th anniversary. “Our goal to make this the biggest MaAga ang Pasko campaign stems from our unwavering commitment to the happiness of children and the promotion of solid Filipino values,” says Gold Tantoco, Jollibee vice president for marketing. “These are ideals that have always been at the heart of Jollibee, and expressing them through the MaAga campaign reinforces our goal (to spread) not just the joy of eating, but also the joy that one derives from sharing.”
What makes this year’s staging different is that elementary students from 20 schools from the National Capital Region and five provincial schools have been mobilized to become Jolly Toy Scouts. At an “investiture ceremony” held at the Rockwell Tent, Makati City recently, more than a hundred Jolly Toy Scouts, representing the various partner schools, pledged to serve as “ambassadors” of the campaign by embodying the spirit of sharing. By committing to fill up sacks and toys, the volunteers will ensure that even more less-fortunate children will be able to receive a gift at Christmas time.
“Through the years, we’ve always asked for donations, but we realized that it is important to involve children more deeply,” says Muhlach who has been part of the gift-giving project from its inception. He explains that it is important for children to realize the value of sharing when they are young so “that they will carry the value until adulthood.”
“Anyone — from six to 60 (and beyond) — who contributes in bringing joy to Filipino children through Jollibee MaAga ang Pasko is a Jolly Toy Scout,” adds Gold Tantoco. She explains that another means by which people can support the program is to acquire a special Jollibee keepsake. The toys are equipped with a heart- shaped button that plays the food brand’s 30th anniversary theme song when pressed. A portion of the proceeds from the sale of Hug & Share dolls has been allotted to support the Jollibee MaAga ang Pasko program for more Christmas cheer. Media partners like the Philippine STAR support the noteworthy campaign.
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Interested grade school students can still sign up to be a Jolly Toy Scout. Nationwide recruitment is ongoing in NCR, Southern Luzon, Northern Luzon and Visayas. Visit the Jollibee outlet nearest you.
