Grab launches rider-powered missing persons network via innovative YDM Thailand campaign
In a groundbreaking collaboration that redefines the role of delivery platforms, YDM Thailand has partnered with Grab Thailand and FM91 TrafficPro to launch ‘Grab The Missing’, a powerful tech-driven campaign turning Grab riders into frontline responders in the search for missing persons.
With over 100,000 riders on the streets daily, Grab The Missing transforms Southeast Asia’s largest super app into Thailand’s first rider-powered search network, seamlessly integrating life-saving alerts into the everyday delivery ecosystem.
Every four hours, someone goes missing in Thailand—yet public memory fades quickly, and awareness campaigns often struggle to reach people at the right moment. Grab The Missing flips this dynamic by activating those already in motion: Grab’s vast fleet of riders who traverse side streets, markets, and neighborhoods daily—the very environments where missing persons are last seen.
YDM Thailand led the creative vision, strategy, data integration, and user experience design for the initiative, working closely with Grab Thailand and FM91 TrafficPro to build a fully integrated system within the Grab Driver App.
How It Works:
• Real-Time Alerts: A dedicated plug-in layer delivers targeted missing person alerts to riders based on their location.
• Active Observation: Riders receive photos and information while on delivery runs, turning them into active observers.
• Instant Reporting: If a rider spots someone matching a profile, they can report it directly through the app, triggering real-time responses from FM91 and authorities.
This campaign reimagines how technology and creativity can intersect for social impact. Instead of asking people to remember the missing, Grab and YDM Thailand empowered those already in the right place at the right time.
Grab The Missing went live in late March 2025 and has already generated significant engagement from riders across the country, marking a milestone in using commercial platforms for public service.
This campaign not only brings hope to families of the missing but also sets a precedent for how super apps can be mobilised for purpose beyond convenience.
Grab The Missing is more than just a CSR initiative—it’s a scalable, data-powered solution that transforms everyday routines into opportunities to bring people home.
