Cancel the School Ride?

Every morning, inDrive completes over 10,000 rides to schools. Yet school is not always a safe place - for many children, it's where bullying begins and silence hides it. Using ride and location data, we identified a critical behavioural moment: the journey to school, when parent and child are together. We turned this into a direct, one-to-one intervention. By mapping school destinations, the system activated a real-time experience during relevant rides, delivering psychologist-developed questions exactly when parents and children were together - creating a direct prompt to act. Each question was paired with an emergency "Cancel the School Ride?" button - enabling immediate response. Those who tapped it received a free consultation with a child psychologist, fully covered by inDrive.

The strategy was built around a critical barrier to solving bullying: silence. UNICEF data shows that children experiencing bullying do not tell their parents, while psychologists confirm that timely, honest conversation is one of the most effective ways to address it. Every morning, inDrive facilitates around 10,000 rides to school. For years, our service was present, but silent too. This time, we used creativity to reinterpret the ride not as transportation, but as an opportunity to start the conversation about bullying. Most conversations between parents and children at home are the same way: "How was your day?" - "Fine." Not because parents don't care, but because they lack time and don't know how to ask the right questions. We found that moment in the back seat of the taxi.

inDrive operates through its mobile app. The idea was embedded directly into the product, with data powering when and how it appears. We mapped all school addresses across Kazakhstan and built a custom trigger using real-time ride and location data: whenever a ride to school was ordered, dedicated in-app scenario was automatically activated. The system disrupted the expected flow with unexpected notification: "Cancel the School Ride? Is your child staying silent during the ride? This could be a sign of bullying. Talk about it now." Inside the app, parents accessed psychologist-developed questions for real-time use. Each was paired with an emergency "Cancel the School Ride?" button - enabling immediate action. Those who tapped it received a free consultation with a child psychologist.

In just days, "Cancel the School Ride?" delivered measurable direct response and behaviour change. More than 41,000 contextual push notifications created a one-to-one connection with parents at the exact moment they were with their children. As a result, 3,800 parents took immediate action - starting conversations about bullying or choosing to pause the trip. This achieved a 6% conversion rate - 4x higher than the 1.5% industry benchmark, proving the power of timely, personalised engagement. The experience drove deeper interaction, with 7,400 sessions using psychologist-developed conversation cards, turning a message into meaningful action. The campaign reached 2.5M+ people, generated 412+ publications, and achieved 71% positive sentiment.