BANGKOK, THAILAND – What happens when Southeast Asia’s largest super app joins a life-saving mission to help find the missing? Grab The Missing is a game-changing campaign that transforms every delivery into a chance to bring someone home. Instead of just delivering food, Grab riders now deliver hope.
YDM Thailand led the creative vision from strategic thinking and data integration to close collaboration with Grab Thailand and FM91 TrafficPro, reimagining a delivery platform as a national search network.
The Reality: Every 4 Hours, Someone Goes Missing in Thailand
Over the past 22 years, more than 17,848 people have gone missing in Thailand. That’s one person every 4 hours. Yet most cases fade into the background—too few people remember, and even fewer are actively searching.
That’s why Grab Thailand, FM91 TrafficPro, and YDM Thailand came together to launch Grab The Missing, a bold initiative that flips the role of a super app from convenience to crisis response.
By tapping into real-time data and Thailand’s massive fleet of Grab riders, the campaign transformed over 100,000 everyday deliveries into the country’s first rider-powered missing person search network.
Why Grab Riders?
Most people don’t think about missing persons during their daily routines. But Grab riders aren’t like most people. They’re already out on the streets every day, traveling through side streets, markets, and neighborhoods—the very places where missing persons are often last seen.
Their constant movement and presence give them unmatched potential as first responders.
Instead of asking the public to remember and search, Grab The Missing activates the people who are already there—turning everyday movement into a life-saving mission.
How It Works: Turning Every Ride Into a Search Mission
• Targeted Alerts – Grab integrates missing person data from FM91 TrafficPro through a plug-in layer connected to the Grab Driver App. When riders enter a reported area, they receive active alerts with details and images.
• Eyes on the Street – Riders become active observers. They can view profiles and stay alert while carrying out their normal deliveries.
• Instant Reporting – If a rider spots someone who matches a missing person, they can instantly submit a report via the plug-in layer. All information is forwarded directly to FM91 TrafficPRO and authorities for immediate action.
YDM Thailand led the design, the user flow and operational system, ensuring every step is simple, fast, and effective.
Since late March 2025, Grab The Missing has been active in the Grab Driver App. It transforms qualified riders into Thailand’s first tech-powered missing person search force.
Riders now receive active alerts, stay vigilant while on the move, and can report potential sightings during their delivery missions.
This marks a milestone for using on-demand platforms as tools for real social impact. For the first time, the nation’s largest delivery network has been mobilized for more than convenience—but to help save lives.
With over 100,000 riders on the streets every day
Grab The Missing brings urgency, awareness, and real-time responsiveness to the issue of missing persons in Thailand.
This powerful initiative is the result of collaboration between Grab, FM91 TrafficPro, and YDM Thailand—proving that technology and creativity can change lives.
Grab The Missing
Because some deliveries are more than just food—they’re the way home.
CREDITS
Project: Grab The Missing
Client: Grab Thailand
Agency: YDM Thailand
In Partnership With: FM91 TrafficPro
