inDrive has launched a social initiative to encourage parents to pay closer attention to their children’s emotional well-being and create space for open conversations. School bullying remains one of the most widespread and least visible issues affecting teenagers worldwide. According to UNICEF, millions of children regularly experience bullying, yet many never speak about it to adults.
The Campaign's Origin and Expansion
The project is based on inDrive's 'Cancel the School Trip' campaign, first launched in Kazakhstan in April 2026. Encouraged by significant public interest, inDrive intends to roll out the initiative across other markets within its global presence, including Nigeria. As part of the campaign, users taking morning rides to school received a push notification asking whether they wanted to cancel the trip after the ride had already started. The message appeared to be an app error, but it served as a communication trigger to pull parents out of their daily routine and redirect their attention to their child's emotional state.
Core Objectives
The creators emphasize that the initiative is not about literally refusing to go to school. Its main goal is to encourage parents to reflect and start conversations with their children, helping them notice warning signs early and provide support when needed.
Local Impact in Nigeria
Country Lead, inDrive Nigeria, Timothy Oladimeji, said: 'We need to talk to children more often. Not just ask "How are you?", but genuinely notice their emotional state, mood, and changes in behaviour. Sometimes, even a short conversation can help identify a problem a child may be afraid to talk about.'
The platform includes materials on recognizing signs of bullying, starting difficult conversations with children, and supporting them in challenging situations.
Roundtable Discussion and Expert Insights
The campaign was followed by a roundtable discussion in Kazakhstan that brought together psychologists, parents, influencers, and representatives of the creative industry. Participants discussed why bullying often remains hidden, how teenage aggression is evolving, and which communication approaches help build trust between adults and children. A separate part of the discussion focused on how to talk to children about difficult emotions and experiences.
According to psychologist Kseniya Lych, standard questions are often ineffective because children answer them automatically. Instead, prompts involving imagination and open-ended thinking tend to reduce tension and encourage dialogue.
Future Plans
The initiative received strong public attention and positive feedback from parents, psychologists, and the professional community. As a result, inDrive is already planning to expand the campaign to other markets where it operates, adapting it to each country's local context.
Co-author of the idea and Creative Lead at inLab by inDrive, Yevgeniy Gavrilchenko, said: 'We see that bullying is an equally painful issue across different countries and cultures. That is why we want to develop this initiative internationally and launch similar projects in other inDrive markets. For us, it is important not only to raise awareness about the problem, but also to help parents pay closer attention to their children's emotional well-being and start conversations in time.'
