Global mobility and delivery platform inDrive has unveiled a social initiative aimed at encouraging parents to pay closer attention to their children’s emotional well-being and foster open conversations. The project builds on the company’s “Cancel the School Trip?” campaign, first introduced in Kazakhstan in 2026, where 17% of teenagers reported experiencing bullying monthly. Inspired by its success, inDrive is expanding the initiative to Nigeria, where UNESCO data shows that 32% of adolescents aged 12–17 face in-person bullying.
The campaign uses a creative digital trigger: parents taking morning rides to school receive a push notification asking if they want to cancel the trip after it has already started. Though appearing as an app error, the message is designed to interrupt routine and prompt parents to reflect on their child’s emotional state. According to Timothy Oladimeji, country lead for inDrive Nigeria, the goal is not to discourage schooling but to spark genuine conversations between parents and children, helping them identify warning signs early.
Symbolically, the back seat of a car became the campaign’s emblem — a private space where parent and child can talk without distractions. Organisers stress that new rituals are not always necessary; existing moments, such as a few minutes on the way to school, can be powerful opportunities for dialogue. In Kazakhstan, installations shaped like car seats were placed in public spaces, alongside an online platform developed with child psychologists offering practical guidance on recognising bullying, starting difficult conversations, and supporting children in distress.
The initiative has drawn strong public attention and positive feedback from parents, psychologists, and professionals. A roundtable in Kazakhstan explored why bullying often remains hidden, how teenage aggression is evolving, and which communication strategies build trust. With plans to expand globally, inDrive’s campaign underscores a vital message: the fight against bullying begins not with grand gestures but with everyday attention within families. As co-creator Yevgeniy Gavrilchenko noted, “It is important not only to listen to children, but to truly hear them, and not miss the moment when they need support.”