Grab
Grab
Ride-hailing
Women’s safety in mobility is enshrined at Grab, and with various safety measures in place, 99.99% of Grab rides are reported to have zero incidents. However, in the 0.01% of incidents, the highly contentious he-said-she-said scenarios still happen. And it could happen to either women passengers or women drivers. Traditional PSAs wouldn’t cut it, and neither would overly restrictive regulations.
We developed AudioProtect, a safety recording function embedded in both the Passenger and Driver apps, designed to serve 2 purposes: 1) encrypted audio recordings of on-goings in a Grab ride to aid investigations, but more importantly; 2) act as a deterrent, because years of psychological research proved that human beings tend to be on better behaviour when they know/think someone’s watching them. To encourage passengers to voluntarily turn on AudioProtect while not over-indexing on daunting harassment cases, we focussed on communicating the universal truth that ‘people behave better when a third party’s around watching them’.
ECD: Carina Teo
CD: Neo Ming Yi
Art: Nikiee Mahmud, Wilson Ariyaduta, Xim Siew, Yoyo Liew
Copy: Melinda Foo
Creative Producer: Ang Hui Yun
Brand Team: Adeline Kwek, Mindy Yap, Sulin Lau
Production House: Salmon House
Director: Thanachart Siripatrachai
Creative Director: Vichai Matakul
Creative: Supatcha Skultechatana, Chayakorn Charoensuk
Assistant Director: Pheeraphat Turmmahaworng
Producer: Paweenwat Tangpimai
PM: Rungruedee Jedsadaphanukun
Client Service: Sasit Sawangsri
Cinematographer: Pake Tanapol
Gaffer: Piyapat Thepwong
Focus Puller: Most Peerachat
Art Department: Pantang Artwork
Location manager: Korakot Samutket
Casting Director: Chayajee Krittayapongsakorn
Costume Stylist: Ann Narong
Make up & Hair: Torfun chumaksorn, Thanvarath Pomrathtanasathja
Camera & Lighting Equipment: Brandlink Co.,LTD.
Grip Equipment: Griphouse
Sound Recorder: Tanat Jongjirawat
Editor: Beam Wong
Colorist: Udomsak Thong-in
VTR: Chiw Uparsin
Sound Mixer: Zealot Sound Studio
