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Less Screen Time, More Play Time: supporting families to put play back at the heart of early childhood
Across early years settings, practitioners are increasingly aware of the challenges families face in managing young children’s screen use. Screens are now embedded in everyday life, and for many parents they feel like an unavoidable, and sometimes necessary, part of modern parenting. However, growing concern about the impact of excessive screen exposure on children’s development has led to renewed calls to prioritise play, interaction and real-world experiences in the early years.
The Less Screen Time, More Play Time campaign from 50 Things to Do has been developed in response to this challenge. Rather than focusing on restriction or judgement, the campaign offers a positive, practical message: when screens are reduced, what matters most is what replaces them, shared play, conversation, movement and exploration.
Why play matters more than ever
Decades of early years research have consistently shown that young children learn best through play and responsive interaction. Language development, emotional regulation, social skills and physical coordination are all shaped by everyday experiences such as singing, talking, playing outdoors and spending unhurried time with attentive adults.
Yet many practitioners report that children are arriving in settings with reduced attention spans, delayed communication skills and limited experience of imaginative or physical play. Families, too, often express uncertainty about how to fill time without screens, particularly when they are busy, tired or juggling multiple demands.
The Less Screen Time, More Play Time campaign recognises these realities. Its focus is not on telling families what not to do, but on showing them what they can do instead, using simple, low-cost activities that fit easily into daily routines.
Building on a trusted framework
The campaign is rooted in the well-established 50 Things to Do Before You’re Five approach, which has been used across the UK to support early childhood development through playful, everyday activities. By linking screen-time reduction with practical play ideas, the campaign helps families make achievable changes without feeling overwhelmed.
Activities promoted through the campaign encourage:
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Face-to-face interaction and shared attention
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Language-rich experiences such as storytelling, singing and conversation
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Physical play that supports coordination and wellbeing
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Curiosity and exploration using familiar environments and objects
This approach aligns closely with what early years practitioners already know: that meaningful learning does not require expensive resources or structured programmes, but grows from warm relationships and playful engagement.
A non-judgemental message for families
One of the key principles of the campaign is its non-judgemental tone. Many parents are already aware of concerns around screen use, but feel blamed or anxious when the issue is discussed. Less Screen Time, More Play Time deliberately avoids alarmist messaging, instead offering reassurance that small changes can make a meaningful difference.
For early years settings, this provides a helpful conversation starter with families. Practitioners can use the campaign to open dialogue about play, routines and child development, while respecting the pressures parents face. It also offers a shared language that settings and families can use together, reinforcing consistent messages between home and nursery.
The role of early years professionals
Early years practitioners are uniquely placed to support families in navigating screen use. Through everyday interactions, modelling playful practice, and sharing ideas with parents, settings can help rebuild confidence in play and interaction.
The Less Screen Time, More Play Time campaign can be used in a range of ways, including:
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Supporting parent workshops or informal discussions
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Reinforcing key messages through displays, newsletters or social media
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Encouraging continuity between home and setting through shared activities
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Strengthening practice around communication, play and school readiness
Importantly, the campaign complements, rather than replaces, existing guidance on screen use, aligning with national and international recommendations that emphasise balance, moderation and adult involvement.
Looking ahead
As national attention continues to focus on early years screen use, there is an opportunity to re-centre the conversation on what young children need most: time, attention, movement and play. The Less Screen Time, More Play Time campaign aims to support this shift by giving families and practitioners practical tools, positive language and a shared focus on children’s wellbeing.
For the early years sector, the message is a familiar one, but perhaps more urgent than ever. By working together to champion play, we can help ensure that children’s earliest experiences are rich, connected and developmentally supportive, both at home and in early years settings.
Call to Action
If you work with families and want to continue sparking conversations around reducing screen time, have your say in our #LessScreentimeMorePlaytime campaign.