Award: REGIONAL PR AWARDS \ CA05. Southeast Asia PR Campaign of the Year

Grab’s vision is to improve the quality of life for the 620 million people in Southeast Asia (SEA). Yet the company faced distrust amongst consumers and governments, due to a mix of global scandals that painted big tech in a bad light, faltering startup IPOs, and a limited understanding of platform businesses. There was an urgency – and opportunity – to remind stakeholders of Grab’s values and demonstrate its commitment to social impact.

The team developed a multi-year “Grab for Good” program to set a responsible tech narrative for Grab and guide business decisions to deliver long-term social impact. With a combination of data-driven communications and coordinated in-market activations, the Grab for Good program was designed to convince Governments to let Grab co-nation build for future generations; businesses to partner Grab and scale the positive impact of tech; and consumers to trust Grab and want to continue using our services.