Manila, Philippines – GIGIL’s latest out-of-home (OOH) campaign for Grab highlights how the company reinvests earnings from each ride and delivery to support its riders, aiming to shift passenger perceptions.
The initiative demonstrates that fees do not simply go to the company but help fund programs that directly benefit drivers and their families.
The campaign also features a billboard that changes between day and night. During the day, the visual shows a Grab motorcycle with a stack of school supplies and a quote from a Grab rider: “Every order you place helps me send my child to school.”
At night, the motorcycle’s headlight illuminates the supplies, casting a shadow of a student with a backpack. The imagery is designed to illustrate the real-world impact of each ride or delivery on families.
Moreover, the concept was inspired by Sito Guatno, a Grab rider who uses Grab’s programmes to support his children’s education. His story became central to the campaign, transforming the billboard into a symbol of aspiration and community support.
