Grab spotlights drivers' family sacrifices in 'The choice'

Grab has teamed up with creative agency GIGIL and award-winning Filipino filmmaker Brillante Mendoza on a short film highlighting the financial pressures faced by its driver-partners and the support programmes available to them.

Titled “The choice”, the film follows a father torn between paying for his daughter’s medical needs and his son’s education, as rising living costs place additional pressure on his ability to provide for his family.

The story takes a turn when he learns about Grab’s healthcare benefits and educational assistance programmes. He subsequently applies for both, allowing him to address the needs of both children.

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Through the narrative, Grab aims to demonstrate how its driver support initiatives can help breadwinners navigate difficult financial decisions while continuing to serve passengers.

The film comes against a backdrop of record-high fuel prices and rising living costs, which have added to the financial pressures facing drivers. Healthcare and education expenses further complicate household budgeting for those supporting families.

The financial strain is significant, with a Boston Consulting Group report finding that 64% of Filipino families cannot afford a 10,000-peso (US$157) hospital bill without going into debt, while healthcare access is a key factor driving overseas employment.

Since its release, “The choice” has garnered 42 million views and 137,000 engagements across platforms, according to Grab.

GIGIL handled the creative work, while Mendoza directed the film through production house GoMotion. Post-production was handled by Editcube Digital Studio, with audio production by Hit Productions.

Earlier this year, Grab Philippines rolled out a 350 million pesos (US$5.5 million) support package for driver- and delivery-partners facing rising fuel costs, offering commission relief, trip incentives, fuel discounts, medical vouchers and other subsidies. The initiative also included measures to encourage EV adoption through preferential financing and partnerships with automakers and financial institutions.

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