Technology has become an integral part of people's lives and it has taken its toll on most people's family life as well. Verbal communication between family and friends have decreased tremendously, social media web sites are the their only sources of staying in touch. Haifa Ezzy, family counselor, said that technology's intervention into society has lots of merits, but it has strained family relations, especially communication between parents and their children. To reconnect family members, McDonalds, the world's top fast food chain, launched one of their first social responsibility projects “Offline Day” last Friday. “This initiative reflects McDonald's ongoing commitment to strengthening family relationships – both locally and globally. We understand the demands of modern parents, but we also recognize the importance of making family time a priority,” said Abdulrahman Alireza, General Manager and Development Licensee of Reza Food Services Company. Jeddah's two main McDonalds' branches located on Tahlia Street and Alhamra district buzzed with activities like balloon decorating, coloring, face painting, among others. Mohamed Alireza, Marketing Manager, stressed on the value of uninterrupted family time. Family time is the most meaningful time where bonds are formed, especially when all parties are fully engaged and involved. “Children are incredibly observant, and can indeed detect when parents are distracted and emotionally preoccupied.” Baraa Al Mujalid, a mother of three, said that initially she, like other parents, thought that problem of minimum conversation was a child's fault. However, she later realized that, in fact, its the parents who are usually texting through family dinners, spending hours immersed on Facebook, checking and commenting on Twitter feeds and others. Similarly, children also imitate their parents. “We encouraged them to get absorbed in their laptops, blackberries and iphones.” The event attracted large number of families who were interested in spending quality time with each other. “There isn't much to do here. Hence, such activities intrigue us to go out and experience the joy of being a family,” said Malik Makhdoom, a marketing director of an established firm and a father of two children. “The Middle East is, and has always been region that places incredible value in the power of family. 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,” said Alireza. The event was based on the incredible success of last year's campaign which made them mark one day in September for uninterrupted family time. Through this day they hope to create awareness about the importance of families.
