The Campaign

“One Nation, One Family of Everyday Heroes” is the seminal idea behind the JFVA. This comes from the insight that Filipinos are deeply intertwined in their values and beliefs, including “family love and togetherness”. Jollibee saw great promise in these attributes, especially when practiced on a wider front—in cities and communities, across the entire nation, and everywhere Filipinos reside. That is why JFVA was envisioned: To inspire families to explore solidarity outside of their homes. As the search’s awardees have done, it aimed to foster networks of generosity and goodwill, advance worthy advocacies, and, ultimately, create a platform where families may rise together, collaborate, and contribute to the betterment of the Filipino nation. With the program, Jollibee furthers the reach of its 4000 stores worldwide and reinforces the bonds of family over high-quality food products, excellent customer service, and now, the commitment to serve.

Execution

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.

Starting 2011, the Jollibee Family Values Awards has honored 43 families, who have brought to the fore Filipino traits like kindness, generosity, and compassion. These model Filipinos have addressed pressing needs like poverty and gaps in education and generated support for advocacies like environment, children, minority groups and persons with disabilities. In all these years, Jollibee has generated USD2.3 million (PhP116 million)-worth of stories that speak of the family’s crucial role in the nation. This campaign also brought home seven accolades for Jollibee from professional organizations in the Philippines. In 2016, the search continued its strong performance with a 30% increase from previous year’s nominations. It also introduced the Youth Empowerment Special Citation, after 12-year-old Cassie San Gabriel-Eng showed everyone the potential of the youth as agents of change. The 6th Jollibee Family Values Awards registered over USD139,206 (PhP7 million) combined PR values from broadcast and online media. Also among those who carried JFVA stories are parenting-oriented websites, government channels, and blogs focused on the family. Moreover, the 6th JFVA strengthened Jollibee’s image as an enabler of family-centered celebrations, as reflected in internal Jollibee’s brand equity attribute scores in 2016. JOLLIBEE LEAD COMPETITOR Promotes good family values 93 62 Celebrates/espouses Filipino traits 91 48 Fosters family bonding 91 68 Promotes joy of family 93 66 *scores among working adults in Brand Health Tracker With every JFVA family honored and given support, another is encouraged to come forward and work with Jollibee to inspire hope in their communities.

The Situation

The Jollibee Family Values Awards (JFVA) collects luminous stories of hope, kindness, and generosity amidst the stark realities in the Philippines. Pioneering the search in 2011, its proponent, Jollibee, challenged the paradigm of award-giving bodies by focusing on collective achievement. JFVA recognized families with an advocacy shared by its members, conveyed their stories of selflessness, commitment, and service, and rallied support for their chosen advocacies. In doing so, Jollibee has bolstered the admirable efforts of JFVA’s 43 winning families and moved closer to where values, behaviors, and relationships first take root—the home.

The Strategy

The 6th JFVA intended to reach: a) Filipino families across all socio-economic classes, who have the yearning to uplift lives of others; b) Families and community members who have benefited from these advocacies and who can nominate in JFVA; and c) Government leaders, socio-civic organizations and other industry stakeholders who can learn and draw inspiration from family-led community advocacies. To raise awareness, buzz was created via the following tactics: A. Announcement posters were placed in Jollibee outlets, schools, communities and other institutions to jumpstart the nationwide search. Nomination forms were readily available and accepted in Jollibee’s fleet of stores and online channels. B. A Facebook Community Page was launched to promote conversations on JFVA online C. Media partners carried news of the ongoing search. D. Stories on beneficiary families/communities were featured on TV and print media. E. JFVA-winning families also nominated and reached out to others who deserve the recognition.