The fourth edition of the "Generation Friend" educational campaign has just ended with a resounding success. Planned for the 2023-2024 school year, this initiative aims to raise awareness among young people and their parents about the serious problems of bullying and cyber-bullying. Around 800 classes and almost 15,000 students across Italy took part in this campaign, which was centred around the Citroën Ami, which was itself the victim of ridicule on social networks in its early days because of its design. bold.
The Citroën Ami is now the protagonist of a tour of 20 events involving around 2,000 children and more than 1,600 road tests. By making this small electric car accessible to children from the age of 14, Citroën aims not only to promote sustainable mobility but also to attract young buyers.
The "Generation Friend" project reflects Citroën's commitment to offering innovative products and services that respect the environment and are in line with the evolution of society. Giovanni Falcone, Managing Director of Citroën Italia, points out: "We have believed in this project from the very beginning and the great success of the first edition of "Génération Ami - Anti-Harassment School" has exceeded our expectations. We are convinced that adequate training on issues of inclusion and respect, combined with those of environmental sustainability, is essential to provide the new generations with the necessary tools to become responsible citizens. And Citroën Ami, with its proudly nonconformist appearance, is the ideal vehicle to break down prejudices and stereotypes and choose a life full of emotion and joyful, emission-free mobility. "
Citroën Ami: An educational and awareness-raising tool
The "Generation Friend - anti-harassment school" project took place in two phases. The first phase consisted of sending a digital educational kit on the fight against bullying and cyberbullying to all participating classes. This kit aimed to disseminate essential information to understand and combat these phenomena, and also included elements on sustainable mobility. Pupils and teachers were able to discover the Citroën Ami up close and appreciate all its qualities, starting with its manoeuvrability, compactness and comfort.
The second phase of the project consisted of 20 training sessions in different schools, involving 1,853 children and 1,663 test drives. These meetings, led by Bulli Stop experts, enabled the project's themes to be explored through interactive sessions, and the children were able to test the Citroën Ami in school yards or car parks under the supervision of professional drivers. A final questionnaire allowed students to demonstrate their understanding of the topics covered and to enter the Prix Génération Ami competition. The winner, a 16-year-old girl from the Tommaso Fiore Institute in Modugno (Bari), won a six-month loan on a Citroën Ami and a €500 voucher to buy technological equipment for her school.
The campaign also revealed worrying statistics: around 25% of students surveyed had experienced bullying or cyberbullying, and only 15% dared to tell a peer, parent or teacher. In addition, 49% of respondents had experienced harassment at school or online. Thanks to this initiative, the National Anti-Bullying Centre - Bulli Stop recorded a 20% increase in requests for help compared to the previous school year.
In conclusion, Citroën's "Generation Friend" campaign is proving to be a powerful initiative to raise awareness among young people about bullying while introducing them to the benefits of electric mobility. By involving students through interactive activities and test drives, Citroën is not only promoting its vehicle, but also helping to educate a new generation on important social issues. This innovative and committed approach positions Citroën as a brand that is close to people, especially young people, and that wants to offer them sustainable and accessible mobility solutions.
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