Challenge
Data revealed that 90% of Grab drivers turn their daily earnings over to their wives, yet most of these households lacked formal financial literacy and secondary income streams. To cultivate long-term stability for its driver-partners, Grab Philippines sought to empower drivers’ wives with practical money management skills and sustainable options for supplementary household income. The initiative aimed to deepen driver loyalty by demonstrating tangible, meaningful support for their families under the “Asenso sa Grab” banner.
Solution
Grab launched “Grabmisiskolar,” a comprehensive livelihood and financial literacy program for drivers’ wives across Metro Manila and Cebu. Partnering with Negoskwela, corporate sponsors, and subject matter experts, the initiative delivered hands-on workshops covering small business management, direct selling, domestic finance, and wellness. Grupo Agatep directed the strategic communications layer, managing earned media operations and coordinating a digital correspondent network to drive real-time social media coverage.
Results
The program exceeded initial participation targets across both locations, with practical training enabling dozens of participants to launch direct-selling ventures immediately following the workshops. Grupo Agatep’s media outreach and digital coverage secured substantial PR value alongside high social media reach and engagement. Ultimately, the campaign built strong brand goodwill while establishing a repeatable blueprint for driver retention and family empowerment.
