Vodafone has unveiled 'The Stick' as the must-have device of the summer, available entirely free of charge to encourage families to swap screen time for green time. In partnership with the UK's National Parks, the campaign celebrates the original multi-purpose device that children have played with throughout history. The initiative includes a downloadable 'Stick-tionary'—a guide packed with ideas to spark curiosity and adventure, plus tips on using technology to support learning and connection outdoors.
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 technology to encourage children to spend time outside, often looking up answers to questions about nature, insects, and birds. The survey also revealed that 83% of parents feel safer knowing they can stay connected in an emergency, and 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 as their favourite way to pass time.
Expert and Executive Perspectives
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, added: '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 Psychology Insights
Helen Dodd, professor of child psychology at Exeter Medical School, commented: '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.'
Top Tips for App-venturing This Summer
Professor Dodd offers several tips for families: Make it an adventure by framing a walk as an 'expedition' to generate enthusiasm; let the kids lead by giving them a map and allowing them to make decisions; make space for adventurous play like building dens or splashing in streams, which can reduce anxiety and depression; build a connection with nature by encouraging children to notice sights, sounds, smells, and textures; and map out the day with clear expectations and limits to reduce uncertainty and give children a sense of control.
