CALGARY, Alberta — In a significant move to address the growing concerns over youth screen time, Rogers Communications launched a five-year, $50-million national program on Jan. 8, 2026, aimed at helping Canadian tweens and teens balance their smartphone usage. Dubbed the Screen Break project, the initiative comes amid mounting evidence linking excessive smartphone and social media use to serious health issues among young people, including anxiety, depression, and even suicide.
The launch was preceded by a comprehensive study commissioned by Rogers, which surveyed parents and children aged 7 to 17 about their smartphone habits. According to the findings, more than 90 percent of parents expressed concern about the amount of time their children spend on smartphones, with parents showing greater worry than the kids themselves. However, less than one in five parents reported feeling confident in their ability to set effective limits on screen time.
The study revealed stark discrepancies in perceived versus actual usage. Most parents underestimated their children's daily screen time by about 90 minutes. For children aged 11 to 13, the average was four hours and 11 minutes per day; for 14- to 15-year-olds, it climbed to five hours and 40 minutes; and for 16- to 17-year-olds, it was five hours and 30 minutes. Overall, the average across the group stood at 5.2 hours daily — well above the two-hour recreational screen time limit recommended by both the Canadian Paediatric Society and the American Academy of Pediatrics.
Dr. Lawrence Nieman, founder of Centre 70 Pediatric in Calgary and a longtime columnist for the Calgary Herald, highlighted the potential underreporting in the data. In his recent column, Nieman noted that the figures likely do not account for late-night usage, such as after midnight or during isolated moments around 3 a.m. He recounted a conversation with a parent who removed her son's phone before bedtime, only for him to worry about not responding to a friend's 2 a.m. texts. "One parent told me that when she decided to take her son’s phone before bedtime, he fretted that his friend who texts at 2 a.m. would be worried if he did not respond to the text messages," Nieman wrote.
Nieman's perspective is informed by nearly two decades of observing the smartphone's impact on families since the device's debut in 2007. He recalled seeing a large poster of the first iPhone in a Victoria mall that year, unaware then of how it would transform pediatric care. Today, as part of a grief support group for parents who have lost children to suicide, Nieman said there is "unanimous agreement — sadly, in retrospect — that the role of smartphones, and the subsequent role of various social media platforms, loomed large."
The concerns echo those raised in Jonathan Haidt's bestselling book, The Anxious Generation, which Nieman referenced extensively. Haidt connects the rise of smartphones to a host of youth mental health challenges, including inattention, depression, anxiety, sleep deprivation, physical inactivity, poor nutrition, and increased suicide rates. "Haidt explains in vivid detail how issues such as inattention, depression, anxiety, lack of sleep, inactivity, poor nutrition and even suicide are closely linked to out-of-control-consumption of smartphone technology," Nieman wrote.
Rogers' Screen Break project seeks to tackle these issues through education, research, and partnerships with influencers. The company plans to raise awareness via collaborations with prominent Canadian athletes. Last month, Toronto Blue Jays outfielder George Springer participated in a promotional video to highlight the program's message. Future ambassadors include Edmonton Oilers captain Connor McDavid, hockey star Sarah Nurse, and Olympic gold medalist Marie-Philip Poulin. Video clips from these efforts are available on the project's website at www.about.rogers.com/screenbreak/.
In addition to celebrity endorsements, Rogers is partnering with the YMCA to extend the program's reach nationwide, offering tools like the Xfinity App to help parents monitor and manage screen time. "The company, on Jan. 8, 2026, launched a five-year, $50-million national program to help youth balance screen time," Nieman reported, emphasizing the initiative's focus on long-term change.
Children's own views on their screen habits, as captured in the Rogers study, present a mixed picture. Nearly 50 percent of tweens and teens felt their usage was "just right," while 37 percent acknowledged it might be too much, and 11 percent said it was not excessive at all. This self-perception contrasts sharply with parental concerns and expert recommendations, underscoring the challenge of fostering self-regulation among young users.
The program's rollout reflects a broader cultural shift, where even smartphone manufacturers and tech companies are acknowledging the harms of excessive use. Nieman pointed to this as a pivotal moment, nearly 20 years after the iPhone's introduction upended family dynamics. "Almost 20 years ago, parenting suddenly became harder than ever; families pivoted in a totally different direction, and our culture irreversibly changed," he observed, likening the smartphone's arrival to a curling stone displacing others.
Historical context adds weight to the urgency. The transition from flip phones and TV remotes to always-connected devices has been rapid and profound. Pediatric guidelines have evolved in response, with organizations like the Canadian Paediatric Society advocating for strict limits to protect developing brains. Yet, enforcement remains a parental struggle, as evidenced by the low confidence levels in the Rogers survey.
Skeptics might question the long-term efficacy of such corporate-led initiatives, noting that awareness campaigns often yield only short-term results. Nieman addressed this, invoking motivational speaker Zig Ziglar: "If you keep on doing what you have been doing, you will be getting what you have been getting." He also quoted a 12th-century French proverb: "Rome ne fu pas faite toute en un jour," or "Rome wasn't built in a day," to underscore Rogers' phased approach of ongoing education, research, and partnerships.
The Screen Break project aligns with global conversations on digital wellness. In the U.S., similar efforts by tech giants have faced scrutiny for self-regulation, but Rogers' investment signals a proactive stance in Canada. By involving community organizations like the YMCA, the program aims for a "village" approach to child-rearing, as Nieman put it, requiring sustained reinforcement of key messages over the years.
Looking ahead, the initiative's success will depend on measurable outcomes, such as reduced screen time averages and improved youth well-being metrics. Resources for parents, including the Xfinity App and online materials, are already accessible, with Nieman recommending that families bookmark the Screen Break site for guidance. As one of Canada's largest media companies, Rogers' commitment could influence policy and public behavior, potentially setting a precedent for tech accountability.
For families grappling with these issues, the launch offers hope amid the challenges. Nieman concluded his column with optimism for the "ABCs of behaviours: Awareness, Buy-in, and, ultimately, Changes." With youth mental health at stake, the Screen Break project represents a timely intervention in an ongoing digital revolution.