Description
inDrive turned a quiet ride to school into the moment where a difficult conversation could begin
“Cancel the School Ride?” is a new project launched by inDrive in Kazakhstan together with GForce Grey and inlab, built around a powerful insight: the ride to school is often one of the few quiet moments when a parent and child are truly alone together.
Using that moment, inDrive transformed a routine trip into an opportunity to notice signs of bullying, anxiety, or distress. When a ride to school is ordered, the app prompts parents to start the conversation, offering practical guidance developed with child psychologists — and, if needed, a way to shift the journey from school to a place where support can begin.
The initiative was brought to life through in-app features, the Green Back Seat inside cars and public installations across Almaty and Astana, as well as influencer content, PR, and integrations with school-related platforms.
With “Cancel the School Ride?”, inDrive showed how a brand can use the space it genuinely owns not just to move people, but to support them when it matters most.
This professional campaign titled 'Cancel The School Ride? ' was published in Kazakhstan in April, 2026. It was created for the brand: inDrive, by ad agencies: GForce/Grey and inlab. This Digital, Experiential, and Static Images media campaign is related to the Transport industry and contains 2 media assets. It was submitted about 4 hours ago by External Communications Manager: Nadya Sidorova of inlab.
Credits
Client: inDrive
Agencies: GForce Grey, inlab
inDrive team:
Senior Brand Director - Mikhail Chernyshev
Marketing Director EMEA & APAC - Anna Migal
Marketing Lead KZ - Aleksei Pontus
Head of Non-violence Program - Anna Rivina
Head of Sustainability Marketing - Irina Shubina
Growth Program Manager - Dana Gabbas
Communications Team Leader EMEA - Sergey Avakyan-Rzhevskiy
Communications Manager - Aigul Aliyassova
Regional Content Marketing Manager - Temirlan Yermekov
Influencer Marketing Manager CIS - Tomiris Kopbayeva
Senior Media Manager - Olga Golubok
CRM and Product Marketing Director - Aleksey Kurdup
Product Marketing Team Leader EMEA - Aleksei Chirkov
Product Marketing Manager - Anna Chobanian
inlab team:
Creative Team Leader EMEA - Eugene Gavrilchenko
Marketing Communications Manager - Alina Shadrina-Stepanova
Marketing Localization Manager - Polina Karabalaeva
Senior Designer - Anastasia Zimina
Senior Digital Producer - Ivan Loktev
Digital Producer - Nataliya Bogdanova
Digital Producer - Daniyar Tabyldiyev
Production Producer - Xeniya Andreyenko
GForce Grey team:
Chief Creative Excellence Officer - Yuliya Tushina
Executive Creative Director - Yevgeniy Kostylev
Creative Group Head –Victor Yershov
Creative Group Head –Diana Moldagulova
Client Service Director –Anastasiya Ivanova
Account Manager –Veronika Sorokovskaya
Motion Designer - Alexander Filatov
Consulting Psychologist – Ksenia Lych
Landing Page Design & Development - DIGITAL BUTLERS agency
