Jolly Toy Scout Master Aga Muhlach.

17^th Jollibee Maaga ang Pasko sets the stage for a new Christmas family tradition

The happiness of Filipino children lies at the very heart of Jollibee. This year, the country’s number one fast-food chain proves this once more through its flagship and multi-awarded CSR program, Maaga ang Pasko. Now on its 17^th year, 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 the Jolly Family Toy Scouts Christmas hubs in partnership with SM Supermalls. The first kick-off activity cum media launch recently happened at the SM Sky Dome in SM North EDSA with long-time Maaga ang Pasko ambassador Aga Muhlach and Jollibee executives led by Jollibee Philippines president Jose Miñana and Jollibee vice president for Marketing Albert Cuadrante.

“We would like to invite Filipino families across the nation to celebrate the season by becoming instruments of sharing and giving—specifically by making Maaga ang Pasko a part of their family Christmas tradition,” says Cuadrante.

Aga Muhlach

 “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,” shares  Jolly Toy Scout Master Aga Muhlach.

Hizon family

 Among the event highlights was the induction of the 2011 batch of Jolly Toy Scouts in Manila, as well as the symbolic hanging of commitments in the Maaga ang Pasko Pledge trees by three representative families: the Hizon family (Vince, Shaan, Paul and Vicente), Saldivar family (Benjamin, Adorable, Andrea, Alexxa Bren and Basty Axi), and the Mercado family (Wawel, Mila and Therese) who are among the winners of the recent Jollibee Family Values Awards. 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.

The Maaga ang Pasko Pledge trees will continue to be on display at SM Supermalls such as SM Naga, SM San Fernando, SM Cebu and SM CDO where pocket Maaga ang Pasko launches will also be staged.

Meet the new Jolly Toy Scouts

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,” Cuadrante adds.

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.

“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,” says Mercado.

Families can also go to any of the participating SM Supermalls in Naga (October 21), Pampanga (October 22), Cebu (October 30) and Cagayan de Oro (November 6) and hang their family commitments on the Maaga Pledge Tree. These pledges can range from simple donations or gifts for their chosen orphanages or foundations, as well as outreach activities that their family intends to conduct in their communities. Various family-themed booths are also set up in the activity center of these five SM Supermalls to help participants enjoy the time with their families. All they have to do is present old toys and books in exchange for tickets to join in the fun.

Kids, moms & dads, ates & kuyas, even lolos & lolas -- anyone can help make the coming holidays extra-special for others. Join Jollibee and the rest of the country in starting a new Pinoy family Christmas tradition through the 17^th Maaga ang Pasko and inspire a positive change for years to come.

 Schools, companies or organizations who would like to participate can become a Jolly Toy Scout by inquiring at their respective schools or companies, or call 893-7472 or email isabel.rondares@stratworks.ph  for details. 

OCTOBER 14, 2011  "MEDIA LAUNCH"