Welcome to SFC 2.0 – new look, new site, even bigger ambition

[.style-intro]A huge part of the magic of Smartphone Free Childhood is that it started by accident, with one WhatsApp group that went wild. At that point there was no plan, no strategy, no campaign, no brand, not even a name. What’s happened since has been as unexpected as it’s been extraordinary.[.style-intro]

Everything you’ve seen from us up until now has been done on the fly, including all our communications, brand and website. We created our original logo in about 30 minutes (the bolt represented parent power on WhatsApp, in case you were wondering). We knocked up our old website in a few hours using a graphic design portfolio site (don’t ask).

We’ve been creating, defining, refining and figuring out every aspect of this crazy beautiful thing as we go. Building SFC has been scrappy and unconventional, and a bit back to front. Everything’s been happening at a million miles an hour all at once on top of each other. It’s been as weird as it has been wonderful. As stressful as it has been joyful.

But week by week, month by month, the shape of SFC has become clearer. And as the change we believe we can make together has crystallised, and our approach to helping make it happen has sharpened, one thing has become obvious: if we want to go bigger, we need to go deeper.

To take SFC to another level, to bring hundreds of thousands (dare I say millions) more parents into this movement, to support and empower those who are already making meaningful change in their communities, and to achieve our mission of fundamentally changing the culture around kids and smartphones for every family everywhere, staying still wasn’t an option.

This movement deserves tools that inspire, resources that resonate, and a brand that matches its power and potential.

So over the past six months we’ve taken a step back. We’ve gone back to the core of what SFC is, what it could become, and how we can support it to keep growing – with care, with courage, and in community.

Our updated brand and website is a result of that thinking, and – we hope – the start of an exciting new chapter for this magical movement.

Not a rebrand, a reflection

This updated brand is a reflection of everything that’s happened over the past 15 months. Of the people all over the country who’ve powered it forward, of what we think’s possible if we work together and of the ambition we all have for this movement.

At the heart of this thinking is one core idea: United for Childhood.

Because Smartphone Free Childhood is unique. It isn’t a campaign or a pressure group or a polished institution – it’s a people-powered movement, created by all of us, for all of us.

SFC is about community, not confrontation. Participation, not perfection. Progress, not protest. It’s about finding solutions instead of just admiring the problem – and above all, it’s about coming together to create change ourselves, rather than waiting for politicians to do it for us (or getting angry when they don’t).

That’s why SFC 2.0 is built for action. For normal people making real change. For the kitchen table organisers, WhatsApp warriors and playground persuaders. For the parents leading, the teachers backing them, and the friends and families showing up however they can. Because this is what a movement looks like.

It’s not stylish for the sake of it. It’s sharp because it needs to be. Because we’re going up against trillion-dollar companies who’ve built empires on our kids’ time and attention. And we believe the best way to fight those seemingly indomitable forces isn’t with fear or outrage – it’s through collective, creative resistance.

We know the topic of kids and smartphones can be heavy. Terrifying even. But we want SFC to be the opposite. Because what we’re creating together isn’t an online safety campaign, it’s an opportunity for anyone, anywhere to be part of a positive movement for change. To do something – big or small – that makes a meaningful difference in their family and community, for the next generation.

SFC needs to feel equally at home in a school hall or a Westminster debate, on a community noticeboard or a billboard (we’re working on that). So this updated brand is designed to be used and adapted, not admired. It’s joyful, flexible, open source, editable, and built to travel – just like the movement itself.

Our new website

As you can probably tell, we’re pretty excited about SFC 2.0. But the undoubted star of the show is our new website.

It’s not just a redesign. It’s a complete re-think. We asked ourselves: What would’ve helped us, when we were first figuring this out? And we built it.

So now, you’ll find:

💬 Clear answers to the biggest questions about smartphones and kids
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📚 Simple breakdowns of the problem, solution and evidence
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🛠️ A growing bank of practical tools, templates and how-tos for parents and teachers
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📽️ New videos, stories and content to watch and share
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📣 Editable posters, flyers and – by popular demand – Canva templates
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📍 Local organising guides to help you build momentum in your community
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🎧 Curated links, podcasts and videos to explore (or geek out on) the issue
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❤️ And, for the first time, a way to support SFC financially if you can

To call this project a labour of love would be an understatement. Every sentence, page, graphic, button and image was created ourselves, with a tiny team, and we hope the effort shows.

We know it’s just a website. But it’s also a signal – that this isn’t going away. That SFC is getting smarter, louder and better organised. And that this movement really is only just getting started.

We hope you like it. We hope you share it. But more importantly, we hope you use it.

Because, however slick our website, Smartphone Free Childhood is – and always will be – a grassroots rebellion. And it belongs to all of us.

We’d love to hear what you think – but be nice, we’re kinda tired ;)