Sara Davies MBE joins Smartphone Free Childhood as ambassador
[.style-intro]We’re thrilled to welcome Sara Davies MBE – Dragons’ Den star, entrepreneur and proud mum of two – as our newest ambassador. Like many parents, Sara has felt the growing pressure around kids and smartphones, and she’s speaking out to help other families feel supported. Watch her story and hear why she’s standing with parents across the country who are saying “not yet” to smartphones.[.style-intro]
Sara, born and raised in County Durham and still living in the North East, is known to millions as a straight-talking businesswoman, broadcaster, and Dragons’ Den investor. But behind the TV persona, she’s a parent who feels deeply about the challenges smartphones pose to childhood.
As a mum to two boys, Sara has experienced first-hand the pressure to fit in, the worry about children missing out, and the fear of what they might encounter online. She believes this is “one of the biggest challenges of modern family life” — and she wants to use her platform to help.
Here’s what Sara had to say about becoming an SFC ambassador:
“As a mam, I know how overwhelming it can feel trying to get things right when it comes to kids and smartphones. The pressure is huge – and it often feels like you’re on your own. None of us grew up with this technology, and it’s evolving at such speed. We’re all just doing our best to raise kids in a digital world that’s often driven by powerful and addictive systems that prioritise profit over children’s wellbeing.
That’s why I’m proud to become an ambassador for Smartphone Free Childhood. This movement is about bringing parents together – offering support, solidarity, and helping us feel more confident as we face one of the biggest challenges of modern family life.
We all want the same things for our children: a happy childhood, strong friendships, time to play, and the chance to grow up feeling safe, confident and ready for the world. But smartphones can make all of that harder.
I’m backing this movement because every child deserves a childhood filled with real connection, curiosity and joy.”
We’re excited to have Sara on board, lending her voice to help more families feel seen, supported, and confident to wait before introducing smartphones.
