Families hold an eminent place in Philippine society, so much so that its laws identify the unit as “the foundation of the nation”. Recent years, however, saw families take a back seat, in favor of the growing focus on individual wants and lifestyle.

An advocate of family togetherness, Jollibee, the country’s leading fast-food chain, sought to uphold its significance before this milieu. JFVA started a global search for families who best exemplified the potential of these groups, when its members unite under a single purpose.

Jollibee trained its sights in helping family advocates grow their network of goodwill with a 10% annual increase in nominations. The program’s benchmark of USD100,000 (PhP5 million) for media values, ensured that vital stakeholders are informed of the causes championed by the JFVA awardees and nominees. These helped Jollibee differentiate itself from its top competitors as the brand that is truly for the Filipino family.

For five months, Jollibee scoured for exemplary families in the country and across the world, seeking nominations through multiple media channels.

Stories of previous winners were circulated in traditional and online media channels to inspire the public to nominate those they deem worthy. Jollibee also collaborated with government and civil society organizations, to increase the breadth and depth of the search.

To ensure the quality of entries, Jollibee formed a distinguished board of judges, which included a Philippine senator, a family counsellor, and brand executives, among others who are respected in their fields.

The shortlisted nominees then participated in activities that help them rediscover the joy in service with their fellow families. These prepared them for when they take center stage with previous JFVA awardees.

The families made their proud debut on stage in the Gabi ng Parangal para sa Pamilyang Pilipino (Recognition Night for the Filipino Family) culminating event.