Grab MY celebrates the ambitions and struggles of female drivers with 3-part docuseries

Grab Malaysia is highlighting what motivates their female drivers in a new docuseries titled #SisBoleh. The series is an extension of the brand's #SisBoleh programme and underscores the platform's commitment to creating opportunities and helping individuals realise their ambitions. The campaign was created in collaboration with independent creative agency The Clan and production company Directors Think Tank.

The docuseries tells the deeply personal stories of women who work as drivers and delivery partners at Grab, showcasing three unique stories across three themes: caregiver, safety net, and savings goal. The first video features radio star and docuseries host Keymi, along with Kak Keyna, a single mother of three, one of whom is diagnosed with autism. Keyna shares her daily routine, including getting her children ready for school in the morning and picking them up in the afternoon, all while balancing her work schedule. She explains that working at Grab gives her the flexibility to take breaks when her autistic child has a meltdown and needs extra care.

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Keyna also opens up about her financial struggles as a single mother, including paying off her house, car, and other commitments, admitting that she doesn’t even have money in the bank. She tearfully shares her desire to remain strong for her children, despite feeling exhausted, and hopes they see her as a source of strength. After dropping Keymi off at her destination, Keyna is reunited with her three children, who run to her and give her a heartfelt hug.

The second video features Dell, a writer who was retrenched from a publishing firm. Dell talks about the excitement she finds in driving for Grab and how the experience inspired her to write and self-publish her first book. The book includes stories from fellow Grab drivers and her own experiences. Dell also addresses the stigma against Grab drivers, noting that people often perceive them as uneducated. At the end of her drive, Dell is surprised with a book launch event, where she reads excerpts from her book and signs copies for fans and readers.

Finally, the docuseries highlights how Grab helped sister Mimie achieve her savings goals. Mimie shares her story of being a project coordinator at a bank for 15 years before being let go. She fell into debt and was at risk of losing her house and car. Her life changed after joining Grab, which allowed her to pay off both her car and her home. Mimie also freelances as an aerobics instructor and at the end of her journey, she is surprised by her Grab colleagues and hosts an aerobics class for them.

The campaign debuted in mid-November and has since garnered over 5.9 million views on YouTube alone. It also aired on national television, attracting even more viewers.

“We wanted a storytelling approach that went beyond the conventional 'talking heads in cars' interviews. By adding the element of the 'motivation meter,' we were able to offer a unique perspective for these inspiring women to share their deepest motivations. This provided a more intimate and authentic glimpse into their world and what drives them to go the extra mile every day,” said Sam Lai, head of art at The Clan.

#SisBoleh was first launched in February last year. The programme aims to empower women in SEA by improving safety, challenging stereotypes and giving more women opportunities in ride-hailing. This includes advanced safety features for its women driver-partners where drivers have the option to pick more female passengers as well as tailored training such as self-defense and financial literacy courses. 

The programme also celebrates the unity and diversity of its women driver and delivery-partner community by hosting regular events and honouring milestones. 

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