MCDONALD's in the GCC has launched its second annual “Family Time Forever” campaign. This year's initiative, entitled “A Day Offline”, encourages families from Jeddah and across the entire GCC to turn off their mobile phones, computers and television sets for one entire day Friday (Sept. 28), and instead spend time together as a family. With last year's initiative reaching thousands of families across the region, the 2012 edition is expected to generate even more awareness and bring attention to an issue which, according to the 2012 Regus Work-Life Balance Index, affects the majority of UAE business people. According to the study, 57 percent of respondents believe they spend more time devoted to their work than to their families. Abdulrahman Alireza, General Manager & Development Licensee, Reza Food Services Company Ltd, said “this initiative reflects McDonald's' ongoing commitment to strengthening family relationships – both locally and on a global scale. We understand the demands on modern parents, but we also recognize the importance of making family time a priority.” “The Middle East is, and always has been a region that places incredible value in the power of the family unit. We at McDonald's believe in cultivating family relationships and are demonstrating our commitment by providing venues and opportunities to spend quality family time together. Based on the incredible success of last year's campaign, we have resolved to make this an annual initiative whereby McDonald's will devote one day every September to celebrating the importance of uninterrupted family time.” To maintain interest and awareness throughout the remainder of the year, McDonald's last September launched its highly successful Family Fridays initiative which features weekly in-store activities and entertainment for parents and children of all ages. Mohamed Alireza, Marketing Manager, said “while family time is important, the most meaningful bonds are formed when all parties are fully engaged and involved. Children are incredibly observant, and can indeed detect when parents are distracted and emotionally preoccupied.” “We so often get carried away with our day to day activities that we lose sight of what's most important to us. Family is one of the most precious and valuable resources to a human being, and the McDonald's' A Day Offline initiative offers an exciting and worthwhile opportunity for parents and children to bond. This is one day when families can truly enjoy one another's company without any distraction, but it has the potential to act as an inspiration for family bonding throughout the remainder of the year.” For more information on family-friendly activities planned at local McDonald's branch on Sept. 28, visit www.mcdonaldsarabia.com. – SG
