Grab is highlighting the stories of how its app has empowered people in Southeast Asia.
Launched last Sept. 24, in Jakarta, Indonesia, Grab for Good is the company’s social impact program targeted toward three main goals: to improve digital inclusion and literacy in Southeast Asia; empower the region’s microentrepreneurs and small businesses; and build a “future-ready” workforce, as reported by Inquirer.
The campaign also features real-life stories of how a student is funding his education by working for Grab and similarly how a food truck owner is being aided by Grab app.
The brand videos have been made in collaboration with 72&Sunny, Mindshare and M&C Saatchi Performance.
"And platforms like ours can help remove the limitations that stand in their way. In these videos we pay tribute to the relentless spirit of our partners and users across Southeast Asia,” said Cheryl Goh, vice president of marketing for Grab said to The Drum.
She added, “They’re the inspiration behind why we launched ‘Grab for Good’. As we grow and evolve as Southeast Asia’s Everyday Everything App - we remain more committed than ever to leverage our platform and technology to deliver greater positive social impact.”
According to Grab’s first social impact report, which was also released in Jakarta, the company now has nine million microentrepreneurs—a combination of drivers, delivery partners, merchants, and business agents—on their platform.
The company started with just 40 taxi drivers in 2012.
“Grab For Good is about creating economic access and digital equality for all in Southeast Asia. It’s about enabling and empowering people to create a sustainable livelihood for themselves,” said Co-founder and CEO Anthony Tan to HRM Asia.
According to an official statement, Grab is estimated to have contributed US$ 5.8 bn to Southeast Asia’s economy in the 12 months to March 2019 as per a KPMG report.
The Southeast Asia’s unicorn also helped around two million previously unbanked individuals open accounts, as required before becoming a driver-partner, empowered the livelihood of nine million microentrepreneurs, and influenced more people on the use of cashless payment channels.
