Jollibee and MYX Philippines give an ear to the voice of the Filipino youth through their joint project, the Choice Ko Yum! Awards 2013.
MYX Philippines channel head Andre Allan Alvarez and Jollibee marketing manager Cathleen de los Santos led the launch at the Alphaland Southgate Mall in Makati City last Friday, September 20.
Choice Ko Yum! Awards 2013 will give recognition to local celebrities and personalities whose exemplary works in their chosen fields serve as inspiration to the young Filipinos.
The Filipino youths, aged 13 to 35, will vote for their top picks in these categories: Lifestyle, Youth Personalities, and Entertainment.
De los Santos explained: “The youth can actually put their Yum Seal of Approval on their top choices, whether it’s music, sports, lifestyle, entertainment, and many more.
“With the help of MYX, they can tell us their choices.
“And on November 4, we have a culminating event where the winners—the top picks for performers, bands, etc.—will come together in one night to perform and entertain the youth.”
Alvarez said this partnership will help strengthen their channel’s tagline: “It’s your choice of music.”
The TV executive further said the program is a good way to determine the thinking of today's youth.
He said, “It’s a good venue for the kids to express themselves” without restriction when choosing the best in the three categories.
“I think it’s a good way to feel the pulse of the Filipino youth today,” he added.
Alvarez also noted that the generation of young Filipinos today is empowered and expressive, emboldened as they are by the innovations in social media.
Andre averred, saying, “This generation of young Pinoys are very tough. They are very determined and driven, and they're very proud of who they are and what they want.
“So, with the non-stop innovations in technology and the growing number of social networking sites, they are always passionate about expressing themselves.
“So, I think this fuels their desire to voice out their emotions, their comments, their feedback.
“And you know, they are empowered to say what they feel because they know that there is someone out there listening to what they have to say.”
Alvarez and Andre enjoin their young public to visit MYXph.com and cast their votes for the local celebrities and personalities they want to see at the Choice Ko Yum! 2013 Awards Night.
The winners will be revealed on November 4, 2013 at Music Museum in Greenhills Complex, San Juan City.