Putting Childhood First in a Digital World

Why Bluegrass Digital supports Smartphone Free Childhood South Africa

At Bluegrass Digital, we believe technology should serve people, strengthen communities and support long-term wellbeing. This belief underpins our Corporate Social Responsibility approach and has guided our ongoing support of Smartphone Free Childhood South Africa (SFC-SA) since the initiative launched in late 2024.

Over the past year, we have supported the movement by contributing our digital expertise, sponsoring the development of the SFC-SA website and helping the organisation build a platform that connects parents, schools and policymakers more effectively.

Our involvement was never intended to be transactional or short term. We chose to support SFC-SA because its mission speaks to something fundamental for South Africa’s future: protecting childhoods, supporting healthier development and preserving the slow-tech and low-tech spaces children need to thrive.

Why this movement matters

Smartphone Free Childhood South Africa is rooted in a simple but powerful idea. Childhood is short. Yet many children now spend large portions of it behind screens, exposed to digital environments their brains are not developmentally ready to navigate.

Globally, research continues to link early smartphone use to increased anxiety, reduced attention span, poor emotional regulation and greater exposure to harmful content. These findings are increasingly shaping public policy. Countries including Australia, Malaysia and Denmark have begun introducing stricter age-based controls on smartphones and social media in response to mounting evidence and expert concern.

SFC-SA exists to help parents reclaim childhood from the pressure to conform to digital norms and to act together rather than in isolation. The movement takes a balanced, evidence-informed approach. It is not anti-technology. It is pro age-appropriate technology. Its aim is to create healthier environments where children can develop focus, resilience, empathy and real-world social skills before being immersed in online spaces.

The website as a tool for change

When SFC-SA launched, it needed a digital platform that could house research, host pledges, explain the Parent Pact and enable community connection. Bluegrass Digital partnered with the volunteer SFC-SA team to sponsor and develop the platform, ensuring it was intuitive, scalable and built to support national reach.

Today, thousands of parents use the website to:

• Learn about the Smartphone Free Childhood movement and the research behind its recommendations
• Access guidance on delaying smartphone and social media introduction
• Sign the Parent Pact, creating shared community agreements that reduce pressure on parents and children
• Support schools exploring smartphone-free policies

This is digital work with impact beyond the screen. It supports real conversations, collective action and long-term cultural change.

Why Bluegrass Digital cares

As a business centred on digital experience, we work with technology every day. That gives us a clear understanding that technology is powerful but not neutral. It shapes behaviour, attention and culture.

Supporting SFC-SA aligns with our view of responsible technology: technology should elevate human wellbeing, not undermine it. This work also reflects the values within our team. Many of our people are parents, mentors and caregivers. They understand the realities of growing up in a digital-first world and care deeply about building healthier futures.

“As a parent of a primary school child, I see both the benefits and pressures that technology brings into childhood. Supporting this initiative isn’t about taking technology away. It’s about giving children the space to grow at the right pace. We want to help build a future where tech enhances human potential rather than rushing it.”
Mark Hawkins, Director, Bluegrass Digital

Working on a project that safeguards childhood resonates with us at a personal level. It matters for families, for wellbeing and for the future generations who will shape South Africa.

Looking ahead

The Smartphone Free Childhood movement continues to gain momentum globally. Across the UK, US, Canada and Australia, grassroots initiatives have grown into national conversations and policy shifts. In South Africa, SFC-SA is helping build that same collective awareness among parents, schools and communities.

We are proud to have supported the growth of this movement and remain committed to working alongside SFC-SA as it evolves.

Smartphone Free Childhood is about prioritising the development of the next generation. More attention. More creativity. More human connection. More real-world experience. These are values worth designing for, worth building for and worth standing behind.

Bluegrass Digital is honoured to do so.