Nearly one in five children in Kazakhstan is bullied at school. Many, many parents are unaware it is happening. But GForce Grey and content agency, inlab, had an idea to change that. Every morning, ride-hailing service inDrive completes around 10,000 rides to schools. Parents sit in the back seat next to their kids, but most of the time, they don’t talk. They scroll, check messages and wait for the ride to end. The partners realised this was a private time when child and parent were alone. An opportunity for parents to find out if their child is emotionally safe at school.

So when parents book a ride to school, it alters the app. On the wat to school parents receive an unexpected push notification – “Cancel the School Ride?”, along with information that wonders if the child is being bullied. The app then feeds receive practical guidance developed with child psychologists on how to start the conversation without pressure, what questions to ask and what not to say.

To bring that idea into the real world, GForce Grey and inlab introduced the Green Back Seat, at first inside inDrive cars, then as public installations across Kazakhstan’s largest city, Almaty, supported by a landing page, in-app banners, influencer content, PR, and integrations with platforms such as parent & student education guide, Kundelik.