About us
When we swapped stories about Year 6 children secretly scrolling through the night, we realised the problem wasn’t individual parenting — it was a culture that handed kids a feed and called it freedom.
In 2023 a handful of parents in south London created a simple pledge so classmates would stay smartphone-free through Year 8. Within days PTAs, faith groups and health visitors across the UK downloaded the same document. The idea spread faster than any single parent WhatsApp chain could.
We formed a not-for-profit, recruited an experienced core team, and partnered with educators, youth workers, neuroscientists and campaigners. Toolkits, animations, slide decks and translation packs followed so every region could copy-and-paste what worked.
Today ambassadors such as Dr Rangan Chatterjee, Kate Winslet, Paloma Faith and Sara Davies rally parents on podcasts, breakfast shows and at school gates. The story is still unfolding — and you can write the next chapter in your town.