Our mission is to give children protection from addictive-by-design technology — wherever they encounter it — and the freedom to focus, learn, play and grow.

Children are growing up in a world designed to capture their attention. Smartphones, social media and increasingly pupil-facing technology in schools are competing for something children cannot afford to lose: their ability to concentrate, think deeply and engage with the world around them.

We believe childhood should not be shaped by an economy that profits from keeping children hooked.

That is why we work with headteachers, parents and policymakers to put children’s learning and wellbeing ahead of commercial interests. We campaign for schools to be places where children are protected from unnecessary and harmful technology — and where every piece of technology used in the classroom earns its place by genuinely helping children learn.

Pro-learning, not anti-tech

We are not against technology. We are against technology that gets in the way of childhood and learning.

Preparing children for a digital future does not mean giving them more screen time. It means giving them the knowledge, skills and resilience to thrive in a digital world — while protecting the human capacities that technology cannot replace: attention, critical thinking, creativity, curiosity and meaningful relationships.

School leaders should be able to make those decisions confidently, based on evidence rather than commercial pressure or the assumption that newer always means better.

Reclaiming childhood

We are building a movement of headteachers who are willing to challenge the status quo and put children first.

From keeping smartphones out of schools to helping educators identify and remove technology that undermines learning, we give school leaders the evidence, tools and support to take action.

Because children deserve classrooms where they can concentrate without distraction, learn without being constantly interrupted, and develop the skills they need to think for themselves.

The attention economy is not aligned with what we want for our children. They need protecting from the predatory Big Tech business model - whether it's in their pockets, or in the classroom.