Vodafone, in partnership with the UK's National Parks, has launched a new campaign called 'The Stick' to encourage families to spend more time outdoors this summer. The campaign celebrates the humble stick as nature's original multi-purpose device, which children have used for imaginative play throughout history.
Campaign Details
The campaign includes a downloadable 'Stick-tionary' guide, packed with ideas to spark curiosity and adventure in nature. The guide also offers tips on how technology can support learning and connection while outdoors. It is available for free download.
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."
Survey Findings
New research by Vodafone found that 94% of parents want to spend more time outdoors with their families this summer. 55% of parents said nature trips make up some of their happiest memories. However, the campaign does not advocate ditching devices entirely; 51% of parents use technology to encourage outdoor time, such as looking up information about nature, insects, and birds.
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."
Safety and Balance
The survey also revealed that 83% of parents 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. Nearly half of children surveyed said being outdoors made them feel happy, and playing outside with family and friends ranked as their favourite way to spend time.
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 help children build independence and resilience."
Tips for Outdoor Adventures
The campaign offers several tips for families: make walks an 'expedition' to generate enthusiasm; let children lead with a map to build confidence; leave time for adventurous play like building dens or splashing in streams; encourage connection with nature by noticing sights, sounds, and smells; and map out the day with clear expectations to reduce anxiety.
