inDrive launches anti-bullying campaign, plans expansion to Nigeria
inDrive, a global mobility and delivery platform, has launched an international social initiative aimed at combating bullying by encouraging parents to pay closer attention to their children’s emotional well-being and create opportunities for meaningful conversations.
The initiative builds on the company’s “Cancel the school trip” campaign, first introduced in Kazakhstan in April 2026.
Following strong public engagement and positive feedback, inDrive plans to expand the project to other countries where it operates, including Nigeria.
The campaign addresses what experts describe as one of the most widespread yet underreported challenges facing young people worldwide.
According to UNICEF, millions of children experience bullying regularly, but many never disclose their experiences to adults.
Research cited by inDrive shows that about 17 percent of teenagers aged 11 to 15 in Kazakhstan experience bullying at least once every month, affecting hundreds of thousands of students.
As part of the initiative, users taking morning rides to school received a push notification asking if they wanted to cancel the trip after the ride had already begun.
Although the message appeared to be a technical error, it was designed to prompt parents to reflect on their children’s emotional state and encourage conversations about their daily experiences.
The company stressed that the campaign is not intended to discourage school attendance. Rather, it seeks to motivate parents to engage more deeply with their children and identify potential signs of distress before problems escalate.
“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,” said Timothy Oladimeji, country lead for inDrive Nigeria.
A key symbol of the campaign is the back seat of a car, which organisers describe as a unique environment where parents and children can talk without distractions.
According to the company, everyday moments such as school journeys can become valuable opportunities for children to express concerns and feel supported.
Beyond the digital campaign, inDrive installed car seat-shaped displays across shopping malls and major intersections in Almaty, Kazakhstan, to draw public attention to the issue.
The company also developed an online resource platform in collaboration with child psychologists. The platform provides guidance for parents on recognising signs of bullying, initiating difficult conversations, and supporting children through emotional challenges.
As part of the broader campaign, a roundtable discussion brought together psychologists, parents, influencers and creative industry professionals to examine the evolving nature of bullying and explore ways to strengthen trust between adults and young people.
Participants discussed why bullying often remains hidden and highlighted the importance of creating safe environments where children feel comfortable sharing their experiences.
Psychologist Kseniya Lych, who participated in the discussion, said traditional questions often fail to generate meaningful responses from children because they tend to answer automatically.
She recommended the use of imaginative and open-ended prompts to encourage more honest conversations and reduce emotional barriers.
The initiative has received positive reactions from parents, mental health professionals and members of the public, prompting inDrive to consider adapting the campaign for additional markets.
“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,” said Yevgeniy Gavrilchenko, creative lead at inLab by inDrive and co-author of the project.
“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.”
The company said the campaign reinforces a simple but important message: addressing bullying begins with everyday engagement between parents and children. By creating opportunities for open dialogue, families can help ensure that children feel heard, supported and protected when facing difficult experiences.
