Global mobility and delivery platform inDrive has launched an international social initiative aimed at tackling school bullying, with plans to expand the campaign to Nigeria and other markets.
The initiative, titled “Cancel the School Trip?”, was first introduced in Kazakhstan in April 2026 and is designed to encourage parents to pay closer attention to their children’s emotional well-being and open up meaningful conversations about their daily experiences.
According to the company, the project was inspired by growing concerns over the prevalence of bullying among teenagers. Research cited by the campaign shows that about 17 per cent of teenagers aged 11 to 15 in Kazakhstan experience bullying at least once a month, while global data from UNICEF indicates that millions of children worldwide face similar challenges, often without speaking up.
As part of the campaign, inDrive introduced a unique in-app feature where users taking morning rides to school received a push notification suggesting they cancel the trip after it had already started. While appearing to be an error, the prompt was intentionally designed to disrupt routine thinking and prompt parents to reflect on their child’s emotional state.
The company clarified that the message was not meant to discourage school attendance but to spark awareness and encourage conversations between parents and children.
“We need to talk to children more often — not just ask routine questions, but genuinely observe their emotional state and behavioural changes,” said Timothy Oladimeji, Country Lead for inDrive Nigeria.
The campaign also highlights the car’s back seat as a simple but effective space for parent-child interaction, suggesting that everyday moments like school commutes can be used to build trust and communication.
Beyond the digital feature, the initiative included public installations in Almaty and the launch of an online resource platform developed with child psychologists. The platform provides guidance on identifying signs of bullying, starting difficult conversations, and supporting affected children.
The project further featured a roundtable discussion involving psychologists, parents, and industry stakeholders, focusing on the evolving nature of bullying and effective communication strategies with teenagers.
Following positive feedback, inDrive said it is preparing to roll out similar campaigns globally, adapting them to local contexts in each country.
“We see that bullying is a serious issue across cultures. Our goal is not just to raise awareness but to help parents recognise early warning signs and engage their children at the right time,” said Yevgeniy Gavrilchenko, Creative Lead at inLab by inDrive.
The company said the initiative underscores the importance of consistent parental attention, noting that addressing bullying begins with everyday communication within families.
