The Story Behind Smartphone Free Childhood NZ & Unplugged Rebels NZ

Our story begins on the other side of the world. In early 2024 in the UK, two friends, Daisy Greenwell and Clare Fernyhough, started a simple WhatsApp group to support each other in their decision to delay buying smartphones for their kids. 

What began as a small act of solidarity between friends turned into something extraordinary. After Daisy shared a heartfelt Instagram post about their decision, it went viral, sparking a tsunami of interest. Thousands of parents flooded into their group, eager to connect with like-minded parents and seek support too. 

As the original group reached capacity, hundreds of Smartphone Free Childhood (SFC) WhatsApp groups began sprouting up across the UK. It was clear: parents everywhere were yearning for connection and clarity on how to navigate this new unchartered parenting challenge.

Within weeks, Daisy and her husband Joe made the bold decision to quit their jobs and devote themselves full-time to turning Smartphone Free Childhood into a campaigning organisation, offering support and solidarity to parents facing the smartphone ownership dilemma.

From the UK to New Zealand

While holidaying in the UK,  Auckland mum of 2, Laura Massey connected with a friend closely involved with the SFC movement. Immediately she knew this movement was needed in New Zealand too. So she put her hand up to become the New Zealand representative for Smartphone Free Childhood. 

Feeling like she was the only one in New Zealand who felt strongly about this issue, she began creating the beginnings of the New Zealand branch of what was now clearly becoming a global movement. 

What she didn’t know was that hundreds of parents across New Zealand were already having conversations at the school gates and carrying the same worries and concerns. In the Southern Lakes town of Wanaka, a group of parents 400 strong had already rallied together in a commitment to delaying smartphones for their children. The parents of New Zealand wanted change too. 

The Birth of Unplugged Rebels NZ

At the same time, SFC was taking off in the UK, Katrina Colombié and Anna Jover were grappling with the same concerns: how to protect their children’s mental health in a world where smartphones were becoming the norm.

Unable to find any existing support groups in New Zealand, they launched a Facebook group under the name of Unplugged Rebels to start the conversation they were both longing for.

The group quickly gained traction, creating a space for parents to find solidarity, share research, and engage in open discussions about the challenges of raising kids in a digital world.

Just before either party launched their websites Laura, Katrina, and Anna crossed paths and decided to join forces to become stronger as one national entity that combined the grassroots energy of Smartphone Free Childhood NZ and the advocacy of Unplugged Rebels to become a unified voice for change across New Zealand. 

Rallying parents together

In just a few short months the Unplugged Rebels Ambassador Program was introduced. The goal was set; to have at least one ambassador in every school across New Zealand. 

Since its launch this program has grown steadily, with volunteers supporting their local communities from Northland to Southland and everywhere in between. Some parents are working quietly behind the scenes, others are pushing forward with public speaking to get the message out there. Everyone involved is steadily pushing the movement forward.

AM Show: Katrina Colombié and Anna Jover sharing the grassroots parent-led movement with Melissa Chan-Green and Lloyd Burr

Two Movements, One Mission

Over the past year, as we have grown and evolved, we have considered how to best support and include our young people too. After all, we are doing this for our children, so their voices are vital. 

Today, we now proudly carry two banners: Unplugged Rebels NZ and Smartphone Free Childhood NZ. 

• Smartphone Free Childhood NZ is focused on parents, educators, and guardians. It’s in the process of becoming a registered charity that offers resources, education, and community support to delay the age at which children receive smartphones. Building on the successful WhatsApp model from the UK, they’ve created a national network of groups for Kiwi families, allowing for the same level of local and national conversations.

• Unplugged Rebels NZ is more about empowering our youth. This part of the movement is about giving our children the opportunity and platform to ask the experts, investigate, interview, and produce their own findings about all things Smartphones. So it's not just about us, the adults, telling them what’s best. This will be a platform for youth, by youth. After all, they are the true "Unplugged Rebels".

Stronger Together.

The decision to take on the successful Smartphone Free Childhood WhatsApp model was made to bring us together with parents all over the world. We wanted Kiwi families to join the international grassroots movement that is happening right now and to feel part of a bigger conversation. 

As both organisations grow, they remain united in their vision: to create a future where children and young people can thrive in a digital age without losing the essence of childhood.

The upcoming launch of the Smartphone Free Childhood NZ website is an exciting new chapter and hopefully a step closer to protecting our children from the devastating effects Smartphone access can have on them. 

Whether you’re a parent, teacher, or a young person eager to be part of the conversation, welcome to the movement. 

We’re in it together. Because together, we are stronger.