Creative Execution

The PasaHero Application was launched under the banner of ABS-CBN News.com. Using the credibility of the ABS-CBN News, PasaHero was able to reach farther in terms of promoting ABS-CBN’s mission of safe commuting in the Philippines. For support, PasaHero teamed up with Philippine Government Transportation-related agencies such as the Department of Transportation and Communication , the Land Transportation Franchise and Regulatory Board and Office . Those agencies were critical in the promotion of the app and the education of franchise owners, transportation operators and the Filipino public of how they can protect themselves against transportation crime and harm when commuting.

Since our initial launch, PasaHero has been able to generate 73,769 Downloads for both iOs and Android and having an average of 700 Users per day. With the help of the PasaHero app, commuting behaviour of the Filipino public has an incrementally changed via documentations of their trips and their everyday commuting routines.

In September 2013 an account executive named Kae Devantes from an advertising agency was carjacked right in front of her house. She was found murdered a few days later. She was helpless against the perpetrators. With the current situation of public transportation in the Philippines, its largest media network ABS-CBN, saw the opportunity to create a tool that would minimize the dangers and risks of commuting for Filipinos. The premise, a simple and vital call for help in case of an emergency. There are 14 million commuters in the Philippines who have mobile devices. The PasaHero Passenger Safety Mobile application, an Apple/Android mobile app that safeguards the lives of Filipino commuters, was launched in November 2013. ABS-CBN developed a mobile app that focused on basic needs and the common concerns of the Filipino commuter. On a significant average, the outstanding concerns were security and safety.