Vodafone, in partnership with the UK's National Parks, has unveiled 'The Stick' in a new campaign celebrating the original multi-purpose device. The aim is to encourage families to swap screen time for green time and enjoy being outside during the long summer holidays.
The campaign includes a 'Stick-tionary', described as the ultimate guide to enjoying nature's very own smart device. It can be downloaded and is packed with ideas to encourage curiosity and adventure, plus tips on how technology can support learning and connection outside.
Research highlights parental desire for outdoor time
New research by Vodafone found that 94% of parents want to spend more time outdoors with their families this summer, with 55% saying nature trips make up some of their happiest memories. However, it's not about ditching devices completely; 51% of parents use them to encourage children to spend time outside, often looking up answers to questions about nature, insects and birds.
The survey also found 83% feel safer knowing they can stay connected in an emergency, while 81% of children agreed it's important to strike a healthy balance between screen time and outdoor play. Around half of children surveyed said being outdoors made them feel happy, and playing outside with family and friends ranked top of their favourite ways to pass time.
Experts and officials back the initiative
Gavin Capstick, CEO of Lake District National Parks, said: 'Some of the best outdoor adventures start with the simplest things. A stick can become almost anything a child wants it to be, and that's exactly why it's such a powerful tool for imagination and play. National Parks are places where families can spend time together, build confidence, connect with and learn more about nature, and create lasting memories.'
Nicki Lyons, chief corporate affairs and sustainability officer at VodafoneThree, said: 'Helping people build healthy digital habits has long been a priority for us. We're excited to see families using technology in purposeful ways to swap screen time for green time - sparking curiosity, building confidence and encouraging more time outdoors.'
Child psychologist offers tips for outdoor adventures
Helen Dodd, professor of child psychology at Exeter Medical School, said: 'When children have the opportunity to direct their own play, they're doing much more than simply keeping themselves entertained. These everyday moments, like playing outdoors and re-imagining the use of a stick, help children build independence and resilience, while giving them the freedom to engage with the world in ways that feel meaningful and enjoyable to them.'
Professor Dodd's top tips for app-venturing this summer include: framing walks as adventures to generate enthusiasm; letting children lead and make decisions; leaving time for den building or splashing in streams; encouraging children to notice nature and identify birds and trees; and setting clear expectations and plans to ease transitions from screen-based play to outdoor activities.
