Thousands of jeepney drivers spend long hours on the road helping keep communities connected and supporting the daily journey of the workforce. Through Project Pasada, Universal Robina Corporation’s (URC) Maxx Candy highlighted the important role of jeepney drivers while encouraging commuters to participate in simple acts of generosity.
The initiative ran from May 26 to June 22 and featured specially branded jeepneys operating on select routes across Metro Manila and nearby areas. As part of the program, Maxx provided fuel assistance to participating drivers throughout the campaign period to help ease some of the financial pressures brought by current fuel prices.
Project Pasada Supported Participating Jeepney Drivers
Project Pasada was launched as a way to recognize and support jeepney drivers who continue to serve communities every day. Through the initiative, participating drivers received fuel assistance during the campaign period.
The program also brought attention to the challenges faced by drivers while recognizing their contribution to public transportation. Through specially branded jeepneys operating across select routes, the initiative highlighted the role drivers play in helping people reach their destinations and stay connected to work, school, and daily activities.
“Jeepney drivers play an important role in the daily lives of millions of Filipinos, yet many continue to face challenges brought by increasing costs. Through Maxx’s Project Pasada, we wanted to create a simple way for communities to show support while recognizing the hard work and resilience of our drivers,” said Mian David, President of URC Branded Consumer Foods Group Philippines.
Encouraging Small Acts of Generosity Among Commuters
As part of the initiative, commuters were invited to participate through a simple act of generosity. By voluntarily telling Kuya Driver, “I-Maxx nyo nalang po”, commuters chose to skip their “sukli” of up to 10 pesos in exchange for Maxx candy products.
The activity encouraged community participation while helping draw attention to the everyday efforts of jeepney drivers. Through these small interactions, Project Pasada promoted appreciation for drivers and their contribution to communities across Metro Manila and nearby areas.
Highlighting the Stories Behind the Wheel
Project Pasada also highlighted the stories of jeepney drivers and the contributions they make to their families and communities.
Among them was jeepney driver Henreal Paul “Renren” Bohol, who shared how the initiative helped during the school enrollment season.
“Malaking bagay ang Project Pasada, lalo na ngayong pasukan. Malaking impact ang tulong ng Maxx sa mga drivers katulad ko,” (Project Pasada is very helpful, especially during the start of the school year. Maxx’s help has been very impactful for jeepney drivers like me) said jeepney driver Henreal Paul “Renren” Bohol.
Jeepney driver Nelson Ibarra also shared how the assistance benefited his family.
“Nagmamaneho ako para sa dalawang anak ko. Masaya-masaya ako na dahil sa Maxx, naibigay ko yung enrollment ng mga bata. (I drive to support my two children. I’m very happy because of Maxx, as I was able to support their education.) said jeepney driver Nelson Ibarra.
Their experiences underscored the impact of the initiative on participating drivers and their families.
Recognizing the Role of Jeepney Drivers
Through fuel assistance, community participation, and driver stories, Project Pasada highlighted the role jeepney drivers play in the daily lives of Filipinos. The initiative served as a platform to recognize their hard work while encouraging simple acts of generosity among commuters.
Maxx Candy products are available in sari-sari stores, convenience stores, and supermarkets nationwide.
