Cancel the School Ride?
학교 가는 길, 아이의 마음부터
Film
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About the campaign
School bullying rarely surfaces easily, and children often find it hard to be the first to tell their parents. inDrive's 'Cancel the School Ride?' focused on the school commute — one of the few moments parent and child are together — showing questions developed by child psychologists in real time inside the car on the way to school. Whenever a warning sign appeared, an in-app 'Cancel the School Ride' button connected instantly to free counseling, turning an ordinary commute into a moment of protection where a child's feelings could be checked and acted on.
AI summary
Every morning inDrive completes over 10,000 rides to school in Kazakhstan, a rare moment when parent and child are together. Using ride and location data, the app triggered psychologist-developed prompts during these trips, each paired with an emergency "Cancel the School Ride?" button that unlocked a free child-psychologist consultation. A silent barrier to spotting bullying became a direct, one-to-one conversation starter.
Cultural context
inDrive is a global ride-hailing app widely used in Kazakhstan and other emerging markets. UNICEF research shows many bullied children never tell their parents, making the shared quiet of a car ride a rare opening for that conversation.