Our yearly Media Ukkie campaign is focused on the youngest children from 0 to 6 years old, and their parents. The theme of the Media Ukkie Days 2024 was Relaxing with Media. The role media plays in helping children - and ourselves - relax became evident through the results of the Iene Miene Media research. No less than 91 per cent of parents sometimes use digital media to create time for themselves. However, many parents (50 per cent) also observe that digital media do not necessarily help their little ones relax.

How the network sprang into action

Relaxing with Media has proven to be a relevant theme. This was reflected in the large number of activities organized by the network around Media Ukkie Days. Across the country, there were reading mornings, yoga sessions, performances, webinars, and workshops that introduced caregivers and little ones to the theme. A selection of the nearly 200 activities:

• The library in Veendam marked the start of the campaign with this cheerful video!
• In Hilversum, library visitors could enjoy a festive festival day full of fun activities for young and slightly older children on Saturday, April 6th.
• The NJi highlighted #MUD24 online through various posts.
• Using phones, tablets, or books doesn’t always mean sitting on the couch. In Dronten, (grand)parents and little ones could get active together during a yoga morning.
• Network partner NPO Kennis created this story about the effects of screen use on (young) children.
• In the lead-up to the campaign week, Netwerk Mediawijsheid organized the knowledge session From Triggers to Calm: Advice for Relaxing Media Parenting, where numerous network partners shared practical tips.

Ten tips in six languages

To help parents, grandparents, and caregivers get started with the theme, Netwerk Mediawijsheid, together with many network partners, created ten practical tips for Relaxing with Media. These tips, available in six different languages, have been downloaded over 3,000 times. Want to explore the tips too? [Check them out here!]

The tips were developed in collaboration with Mediasmarties, NJi, Trimbos Institute, Lagendijk Empowering, Humankind, Knowledge Center for Sport & Exercise, BMK, Windesheim, gro-up, NCJ, and Springlab.

Iene Miene Media Research

As part of the Media Ukkie Days, we once again conducted research into media use in families with young children aged 0 to 6 years. This year’s in-depth study revealed that:

• Children aged 0 to 6 spend an average of 1 hour and 51 minutes per day on digital media. This is more than the World Health Organization (WHO) recommends.
• Children still spend more time on offline activities than on digital media overall. However, children aged 4 to 6 years spend less time playing actively indoors compared to younger age groups.
• Most young children use digital media alone or with peers, rather than with a parent. Yet, using media together and discussing the content and the children’s responses leads to the most positive effects.
• Many parents use digital media to help their children relax or to give themselves a moment of respite. Parents also turn to digital media during challenging moments: for example, when children are bored, when parents need hands-free time for chores or work, or when children are tired or irritable.

Curious about all the results? [Download the research.]

Extensive Media Coverage

The notable findings of the Iene Miene Media research once again received widespread media attention this year. The research was covered by AD and various regional outlets. On television, the research was featured on RTL Nieuws and RTL Z. Websites like Linda.nl, Ouders van Nu, Tweakers, and Kek Mama also published articles. On NU.nl, users engaged in lively discussions about a statement the site published based on the research findings.

Save the Date – #MUD25

In 2025, we will once again focus on media literacy in raising children aged 0 to 6 years during Media Ukkie Days. #MUD25 will take place from April 4 to April 11. Save the date!

Find more information about the work of the Dutch Safer Internet Centre, including its awareness raising, helpline, hotline, and youth participation services, or find similar information for other Safer Internet Centres throughout Europe.