The PUV Modernization program of the Department of Transportation  (DoTR) continues to be met with opposition from some sectors in the transport industry due to misinformation. Thus, the DoTRis tasking COMS360 to implement a campaign to enable concerned sectors to understand, appreciate and advocate for the PUV Modernization.

The agency developed an integrated marketing communications campaign to aid DoTRin change management and perception improvement of the Public Utility Vehicle (PUV) Modernization project, which primarily involves standardization of jeepneys and streamlining of operations for improved safety, convenience and cost-efficiency on the side of both the riding public as well as jeepney drivers and operators.

The campaign is centered on stakeholder engagement initiatives utilizing traditional tactics of PR and experiential activations, complemented by digital and online initiatives taking advantage of the large majority of Filipinos who are social media natives.