Dr. Michele Borba, world-renowned parenting and character formation expert with over 22 books on the field including Parents Do Make a Difference: How to Raise Kids with Solid Character; Strong Minds and Caring Hearts; Building Moral Intelligence: The Seven Essential Virtues that Teach Kids to Do the Right Thing; The Big Book of Parenting Solutions: 101 Answers to Your Everyday Challenges and Wildest Worries; and UnSelfie: Why Empathetic Kids Succeed in our All-About-Me World, reminds Filipino parents of the importance of these essential years in child-rearing.
The country’s number one fast-food brand, Jollibee, is presenting a series of talks led by Dr. Borba titled “Unselfie: Developing character among today’s all-about-me generations” at the Samsung Hall in SM Aura Premier for parents and educators on December 2, 2017.

Dr. Borba has gained renown and popularity among parents all over the world for her practical, research-based advice for strengthening character, fostering compassion and developing emotional intelligence in children of all ages.
One of her key teachings is to “develop a close, mutually respectful relationship” with children, which should be established during these formative years. The first seven years of a child’s life is crucial to developing his or her character and values, which is why parents should continuously nurture them during those years for them to grow up into well-rounded adults.
“Studies find that kids are most influenced by those persons toward whom they feel the strongest attachment and deepest respect,” Dr. Borba said. “They are also more likely to copy these individual’s moral beliefs… Just make sure the relationship is mutually respectful: you treat your child with love and respect, and he treats you the same way in return.”

She emphasizes that this ideal relationship is one that takes time building and one that parents should put effort in establishing. Dr. Borba recommends that parents should dedicate “one-to-one personal, uninterrupted time” with the child regularly to build this mutually respectful and loving relationship.

‘Warm family memories’

Parenting may differ culturally, but there is one universal factor that everyone can cherish all the way into adulthood: warm family memories.

“The values my parents modeled—perseverance, compassion, acceptance, and believing in myself—are the same ones that guide my life today,” said Dr. Borba. “You don’t need research to prove your influence: just one moment of catching your child imitating your behavior or repeating your words or emulating your values should confirm that you do make a difference.”

As the go-to fun and dining destination for Filipino children for generations, Jollibee prides itself for encouraging the creation of warm family memories across its restaurants all over the Philippines and the world.

The newest online video for one of its core offerings—the Jolly Spaghetti—mirrors Dr. Borba’s belief in dedicating one-to-one quality time with children and creating lasting memories for both child and parent. In this video, parents are reminded that the values they teach during their children’s formative years truly make a difference: a child who was raised on an abundance of love, smiles, hugs, respect, sharing, and sweet-saya family memories will be a loving, cheerful, confident, courteous, and generous adult later in life.

“It can be very challenging to raise kids in this day and age,” said Cathleen Capati, Jollibee Marketing Director for Flagship Category. “But if there’s anything that Filipino parents should not forget, it’s the lasting importance of actually spending time with their children to teach them the values that we hold dear to our hearts, such as compassion, generosity, confidence, and love for the family. As Dr. Borba said, one-to-one, uninterrupted bonding time will make a huge difference in how children grow up. Of course, Jolly Spaghetti—the Pinoy kid’s favorite spaghetti—is always there to make bonding time more sweet-saya!” “Good parenting is about how to help our children live their lives to the best of their abilities—and that in itself is an immensely powerful role,” Dr. Borba concluded. Head over to the nearest Jollibee branch today and treasure those simple moments with family over Jolly Spaghetti, ang ‘Sweet Saya na Di Malilimutan’. Available for dine-in, take-out, delivery and drive-thru transactions, Jolly Spaghetti is priced at P50.00*. For more information on your classic Jolly favorites, like Jollibee Philippines on Facebook (facebook.com/JollibeePhilippines) and follow @Jollibee on Twitter and Instagram. *Prices may vary across different locations.