Every day, thousands of jeepney drivers navigate busy roads for long hours, connecting communities and helping millions of Filipinos get to work, school, and home safely. Behind every trip is a hardworking individual striving to provide for their family despite the rising cost of living.
Recognizing the vital role these drivers play, Universal Robina Corporation’s (URC) Maxx Candy launched Project Pasada, a community-driven initiative that not only provides practical assistance to jeepney drivers but also encourages commuters to share small acts of generosity that can make a meaningful difference.
Running from May 26 to June 22, Project Pasada transforms ordinary jeepney rides into opportunities for kindness through specially branded jeepneys operating on selected routes across Metro Manila and nearby areas.
Supporting the People Behind the Wheel
As part of the campaign, Maxx provides participating jeepney drivers with fuel assistance throughout the program, helping ease the burden of rising fuel costs while allowing them to continue serving their communities.
Beyond financial support, Project Pasada also invites commuters to become part of the initiative through a simple yet heartfelt gesture.
Instead of receiving their change worth up to ₱10, passengers can simply tell their driver, “I-Maxx nyo nalang po,” choosing to receive Maxx candy products instead. This small act of generosity helps create a shared experience of appreciation while recognizing the dedication of the country’s everyday transport heroes.
“Jeepney drivers play an important role in the daily lives of millions of Filipinos, yet many continue to face challenges brought by increasing costs,” said Mian David, President of URC Branded Consumer Foods Group Philippines.
“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.”
Celebrating Everyday Heroes
At the heart of Project Pasada are the inspiring stories of the drivers themselves—individuals who work tirelessly to provide for their families while keeping public transportation moving every day.
For many participants, the initiative has become more than just financial assistance.
“Malaking bagay ang Project Pasada, lalo na ngayong pasukan. Malaking impact ang tulong ng Maxx sa mga drivers katulad ko,” shared jeepney driver Henreal Paul “Renren” Bohol.
(Project Pasada is a huge help, especially during the start of the school year. Maxx’s support has made a significant impact on drivers like me.)
For fellow jeepney driver Nelson Ibarra, the assistance directly benefited his children’s education.
“Nagmamaneho ako para sa dalawang anak ko. Masaya-masaya ako na dahil kay Maxx, naibigay ko yung enrollment ng mga bata.”
(I drive to support my two children. I’m very happy because of Maxx, I was able to pay for my children’s school enrollment.)
Stories like theirs reflect the quiet sacrifices made by thousands of Filipino jeepney drivers who work long hours each day to give their families a better future.
Turning Everyday Commutes into Acts of Kindness
Project Pasada demonstrates how even the smallest gestures can create meaningful impact.
By combining practical assistance for drivers with opportunities for commuters to participate, Maxx encourages communities to recognize and appreciate the people behind one of the Philippines’ most iconic modes of transportation.
More than a campaign, Project Pasada serves as a reminder that compassion can be expressed in simple ways—and that when communities come together, even everyday journeys can help drive positive change.
Project Pasada runs until June 22 across participating jeepney routes in Metro Manila and nearby areas.
Maxx Candy products are available in sari-sari stores, convenience stores, and supermarkets nationwide.
