Filipino families show love through this simple act

Most of the time, we get so caught up with work deadlines, house chores, and dozens of other responsibilities while dealing with physically taxing commutes that it’s so easy to overlook something as simple yet important as sharing a meal with our family.

For most Filipinos, serving meals is a way to express love. Mealtime allows us to connect with each other and tell stories over meals which fosters shared history and family traditions. Likewise, family is at the heart of everything we do — every sacrifice and every goal.  Our family is our reason and motivation why we brave traffic every day, work long hours, and make small and big sacrifices.

It’s no wonder, then, that Lucky Me!’s commercial, with typical Filipino families at the center, resonated so much with many Filipinos. The TVC tells the stories of various meal occasions in a society where mealtimes are affected by every day circumstances: an empty nester being visited by her son and his family, farmers sharing a meal on the field, a mom and her daughter sharing breakfast over their morning commute, fishermen breaking fast at dawn, and a family of five sitting down for a meal before their young son heads to his part-time work.

Lucky Me!’s long-time advocacy—now on its 12th year— Kainang Pamilya Mahalaga, encourages Filipino families to spend mealtimes together; wherever, whenever it may be. Kainang Pamilya Mahalaga Day, celebrated every 4th Monday of September, was declared by the Office of the President through Proclamation No. 326, s. 2012 which seeks to “strengthen the Filipino family unity and relationship through meaningful celebration and promotion of Filipino values.”

The 2019 campaign video speaks to every one of us: with almost 3.6 million views on YouTube and over 32,000 reactions, 1,400 comments, and almost 3,000 shares on Facebook to date, it delivers a simple message of finding time to bond with the family over meals.

With the Filipino love for gathering together over food, it is clear how typical mealtimes can become special and memorable moments for every family. Lucky Me!’s campaign encourages everyone to make time for these moments.

Here are just some of the common themes among netizens’ reactions:

* Families are God’s biggest blessings, they deserve our utmost gratitude

* Missing loved ones who are far away and wishing they could share meals together

* The importance of carrying on this family tradition

* A simple, hot meal is enough to fill your heart and belly

• Most were simply emotional at being reminded by their own families

It was also in the same joyous spirit that Filipinos welcomed the observance of the National Family Week on the last week of September. The 2019 weeklong celebration started with Department of Education (DepEd) offices and public schools ringing their bells at noon of Monday, September 23, 2019 “to commemorate the solidarity and unity of the Filipino family.” This was followed by suspension of work and classes in all DepEd offices and public schools at 3:00 PM of the same day so that employees and students could go home early and spend mealtime with their families.

Some universities (both public and private) and offices followed suit, including legal courts nationwide. Afternoon classes were suspended as well as work for government employees in Pasig City, Navotas City, Quezon City, and many more. They all had one goal in mind: for employees and students to get home in time for dinner with the whole family, even on a busy Monday.

Along with the many proponents of National Family Week is Lucky Me!’s advocacy campaign, Kainang Pamilya Mahalaga. It’s a good reminder to make a habit of spending meal times with the family given the constantly changing circumstances and lifestyles of this day and age. After all, any meal shared, regardless of time and place, becomes more special when shared with ones you love.