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.