inDrive Launches Anti-Bullying Initiative to Promote Parent-Child Conversations

Indrive has launched a new social initiative to encourage parents to pay closer attention to their children’s emotional well-being and to create opportunities for open conversations about challenges such as school bullying. The project, titled “Cancel the School Trip?”, seeks to address what experts describe as one of the most widespread yet often overlooked issues affecting teenagers worldwide. According to the campaign organisers, millions of children experience bullying regularly, but many never disclose their experiences to adults.

The initiative is built on a campaign first launched in Almaty, Kazakhstan, in April 2026. After engaging with the public and receiving positive feedback, inDrive plans to expand the project to other markets where it operates, including Nigeria. As part of the campaign, parents using the platform for morning school rides received a push notification asking whether they wished to cancel their child’s school trip after the journey had already begun. While the message appeared to be an application error, it was intentionally designed to capture parents’ attention and encourage them to reflect on their children’s emotional state.

Speaking on the initiative, Timothy Oladimeji, Country Lead for inDrive Nigeria, stressed the importance of meaningful communication between parents and children. He noted that parents should move beyond routine questions and pay closer attention to changes in mood, behaviour and emotional well-being. According to him, even brief conversations can help uncover problems children may be reluctant to discuss, including experiences of bullying and emotional distress.

The campaign uses the back seat of a car as its central symbol, portraying it as a unique space where parents and children can engage in uninterrupted conversations during daily commutes. Organisers said the project highlights the value of everyday moments, arguing that meaningful dialogue does not necessarily require special occasions. They believe that a few minutes of genuine conversation on the way to school can help children feel safe, heard and supported.

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Beyond the digital activation, the campaign featured car seat-shaped installations in public locations across Almaty, including shopping centres and major intersections. An online resource platform was also developed in collaboration with child psychologists, providing parents with practical guidance on recognising signs of bullying, initiating difficult conversations and supporting children through challenging experiences. The initiative further included a roundtable discussion involving psychologists, parents, influencers and creative industry professionals, who examined the evolving nature of bullying and effective ways to build trust between adults and children.

Commenting on the campaign’s expansion, Yevgeniy Gavrilchenko, Creative Lead at inLab by inDrive and co-author of the project, said bullying remains a painful issue across different countries and cultures. He explained that the company’s objective extends beyond raising awareness to helping parents become more attentive to their children’s emotional well-being and intervene early when support is needed. The organisers maintain that combating bullying begins at home through consistent parental attention, making the “Cancel the School Trip?” campaign a reminder that truly listening to children can make a significant difference in their lives.