As the summer holidays begin, Vodafone has teamed up with the UK’s National Parks to launch an unusual campaign encouraging families to swap screen time for green time. The campaign introduces “The Stick”, described as the ultimate handheld device with unlimited applications, endless battery life and universal availability in parks across the UK.
While tongue-in-cheek in its presentation, the initiative highlights a growing trend among families who are using technology to enhance outdoor experiences rather than replace them.
Families Want More Time in Nature
New research commissioned by Vodafone found that 94% of parents and carers want their families to spend more time outdoors this summer, while 55% said nature-based trips are among their most memorable family experiences.
The campaign arrives as many families seek a healthier balance between digital entertainment and outdoor activities during the school holidays.
Vodafone’s partnership with the UK’s National Parks aims to support that balance through a downloadable “Stick-tionary”, a guide packed with outdoor activity ideas, imaginative play suggestions and tips for using technology responsibly while exploring nature.
For more information about the UK’s National Parks, visit the official website of the National Parks UK.
The Rise of ‘App-Venturing’
Vodafone’s research identified a growing trend it calls “app-venturing” – using smartphones and digital tools to support outdoor exploration rather than distract from it.
According to the study:
- 51% of parents use devices to encourage their children to spend more time outdoors.
- 68% are doing this more frequently than they did five years ago.
- 83% feel safer outdoors knowing they can stay connected in an emergency.
- 63% use devices to check weather conditions before heading out.
- 48% rely on navigation apps during family adventures.
- 31% use devices to answer children’s questions about nature.
- 27% use apps to identify plants, birds and insects.
- 77% bring devices along to capture family memories.
The findings suggest that many families see technology as a practical companion to outdoor adventures rather than a barrier to them.
Why Outdoor Play Still Matters
The campaign also highlights the value of imaginative outdoor play.
Nearly half of parents (46%) said spending time in nature helps reduce their own screen use, while 50% reported that their children are less likely to ask for screens when engaged in outdoor activities.
Natural objects continue to play a major role in children’s creativity, with 30% of parents saying items such as sticks, feathers and stones are central to imaginative play. Among children, sticks are commonly transformed into:
- Swords (51%)
- Wands (49%)
- Walking sticks (44%)
- Microphones (18%)
The campaign positions the humble stick as a symbol of creativity, encouraging children to invent, build and explore without relying solely on digital entertainment.
Expert Advice for Parents
Professor Helen Dodd, Professor of Child Psychology at Exeter Medical School, says outdoor play can support children’s wellbeing, confidence and resilience.
Her recommendations for families this summer include:
Turn Walks Into Adventures
Present outdoor trips as expeditions or treasure hunts to increase excitement and engagement.
Let Children Take the Lead
Giving children opportunities to make decisions during walks can help build confidence and independence.
Leave Time for Unstructured Play
Activities such as den building, stream splashing and nature exploration encourage creativity while supporting positive mental health.
Encourage a Connection With Nature
Parents can help children engage with the natural world by observing wildlife, identifying plants and discussing what they see, hear and feel.
Set Clear Expectations
Planning outdoor activities in advance can help children transition more easily from screen-based activities to outdoor adventures.
Vodafone’s Commitment to Healthy Digital Habits
The campaign forms part of VodafoneThree’s wider partnership with the UK’s National Parks, which focuses on improving access to nature, supporting local communities and protecting natural environments.
Nicki Lyons, Chief Corporate Affairs & Sustainability Officer at VodafoneThree, said the company wants to help families build healthy digital habits by encouraging purposeful technology use that inspires curiosity and outdoor exploration.
Parents interested in downloading the Stick-tionary and learning more about Vodafone’s digital parenting resources can visit the official Vodafone UK website.
A Timely Reminder for Summer 2026
As families look for affordable and meaningful activities during the school holidays, Vodafone and the National Parks hope that a simple stick can remind children of the value of imagination, exploration and time spent outdoors.
Whether used as a wand, sword, microphone or walking stick, the campaign demonstrates that some of the best adventures still begin with the simplest tools.
