Vodafone launches 'must-have device' for families this summer - and it's free

Vodafone has launched a free initiative aimed at helping families reduce screen time and increase time spent outdoors this summer. Dubbed The Stick, the program encourages children and adults alike to engage in imaginative play using a simple wooden stick, promoting creativity and connection with nature. The campaign, developed in collaboration with the UK’s National Parks, was officially announced on July 21, 2026. The Stick is presented as a symbolic yet versatile tool, representing the kind of childhood toys that sparked generations of imaginative play. It comes with a downloadable resource called The Stick-tionary, which serves as a guide for families to explore the outdoors through activities that blend technology and traditional play. The Stick-tionary offers suggestions for engaging with nature, leveraging technology to enhance rather than replace real-world experiences. According to a recent survey conducted by Vodafone, 94% of parents expressed a desire to spend more time outdoors with their children this summer. Among these, 55% shared that nature-based outings were among their most cherished family memories. However, the survey also revealed that technology plays a role in facilitating outdoor engagement—51% of parents use devices to encourage children to spend time outside, often seeking information about wildlife, plants, and environmental phenomena. The initiative aligns with Vodafone’s broader commitment to fostering healthier digital habits. Nicki Lyons, Chief Corporate Affairs and Sustainability Officer at VodafoneThree, emphasized the company’s focus on supporting families in finding a balanced approach to technology use. She noted that the campaign aims to inspire families to use technology intentionally, enhancing outdoor experiences rather than replacing them. Research further highlights the psychological benefits of outdoor play. A study led by Professor Helen Dodd of Exeter Medical School underscores that unstructured play, particularly in natural settings, contributes significantly to children’s emotional and social development. According to the findings, children who engage in imaginative play, such as redefining the function of a stick, demonstrate increased independence, resilience, and self-efficacy. The study also suggests that outdoor activity correlates with improved mental well-being, with reduced symptoms of anxiety and depression observed in children who regularly play outside. To support families in making the most of their summer, the Stick-tionary provides practical advice tailored to both parents and children. Suggestions include transforming walks into adventures, allowing children to take the lead in decision-making, and creating spaces for spontaneous play within natural environments. These strategies are designed to foster a sense of agency and joy in young explorers. The campaign also addresses safety concerns, with 83% of parents reporting greater peace of mind knowing they can maintain connectivity in emergencies. Additionally, 81% of children surveyed agree that balancing screen time with outdoor play is essential for their happiness. Many of these children highlighted that spending time outdoors with family and friends ranks among their favorite pastimes. As part of the initiative, Vodafone and the National Parks hope to inspire a renewed appreciation for the simplicity of nature and the power of creative play. By offering a free, accessible tool and educational resources, the campaign seeks to empower families to cultivate meaningful connections with each other and the environment. With summer approaching, the goal is to provide actionable steps that make outdoor exploration both fun and enriching for all ages.