GenerationAmi: how the Citroën Ami became an icon of the anti-bullying movement in Italy

For four years now, I have been closely following an initiative from Citroën that strikes me as particularly relevant and insightful. In Italy, our favorite electric quadricycle, the Ami, is more than just an innovative mobility solution; it has become the face of a major educational program called GenerationAmi. This remarkable initiative to combat school bullying has established itself as a true success story. As the 2025-2026 school year begins, I am delighted to see that the brand is not only continuing its commitment but is intensifying it with powerful actions, marking a new chapter in this civic and human adventure.

From a response to cyberbullying to an educational success story

To fully grasp the impact of GenerationAmi, one must look back at its origins. Upon its launch, the Citroën Ami's bold and unique design was met with a wave of criticism and mockery on social media. It was a form of cyberbullying that overlooked its intrinsic qualities of sustainable and accessible mobility. Rather than enduring it, Citroën Italy had the brilliant idea to turn this adversity into a strength. The brand thus launched the "Gëneration Ami – Anti-Bullying School" project as a direct and constructive response.

The success was immediate and has continued to grow ever since. Over four years, the numbers speak for themselves: more than 44,000 students have been involved, 2,684 classes have participated across the country, and over 6,700 test drives of the Citroën Ami have been conducted. To give this program substance and credibility, Citroën has partnered with leading organizations: the National Center against Bullying – Bulli Stop, a benchmark authority in Italy, and Neways, an agency specializing in educational projects. The initiative has even earned the support of the Ministry of Environment and Energy Security. Building on this exceptional track record, Citroën has announced the program's continuation for the new school year, featuring major events designed to make a lasting impression from the very start.

An ambitious 2025-2026 program to reach italian youth

For the 2025-2026 school year, GenerationAmi is renewing its commitment with even higher goals. The program aims to reach 700 new classes, encompassing over 15,000 students aged 14 to 19. Each class will receive a comprehensive digital educational kit, which includes workshops, multimedia content, and interactive activities. The objective is to foster deep awareness of issues like bullying and cyberbullying, while also promoting active and compassionate citizenship. Furthermore, participation in these workshops will allow students to earn valuable credits for their academic records.

The year kicks off spectacularly on September 23rd at the Teatro dei Re in Rome with an original theatrical performance titled "Together is Better," organized by the Bulli Stop Center. Combining song, dance, and moving testimonials, the play features a classroom where each student embodies a different emotion. The arrival of Ami, an atypical new student who is initially mocked, becomes the catalyst for positive change, proving that diversity is a strength. This event, which will be live-streamed to all partner schools, aims to shed light on a often-silent phenomenon and provide the tools to combat it from the very first day of school. On this occasion, students from the Cristo Re Institute in Rome will also have the unique privilege of being among the first to test drive the newly restyled Citroën Ami.

The GenerationAmi program is far more than a corporate communications exercise. It is an authentic initiative, deeply rooted in the concerns of today's youth, and it has achieved undeniable success. By turning a vulnerability—the cyberbullying the Ami itself experienced—into a strength, Citroën has forged a unique and positive bond with young Italian drivers, who are its primary audience. This new 2025-2026 season seamlessly continues the work of previous years while cleverly highlighting the restyled version of the Ami. By associating its brand with powerful values such as respect, inclusion, and kindness, Citroën is not just selling an electric quadricycle; it is building a relationship of trust and relevance with the next generation. And that, undoubtedly, is its greatest achievement.