Our time is the most important thing we can give our children. More than toys and activities, what children want and need most is time spent with their parents. But the growth of our 24/7 culture and particularly the rise in weekend working has meant that many children of school age don't see their parents nearly as often as they should.

Keep time for children exists to promote the importance of family time at weekends particularly for families with school age children. We aim to encourage parents to make time with their children a priority, and to challenge business and government to allow parents to take one day off at weekends to be with their family.

"We are a cash-rich, time-poor society. So often it is the children who lose out. I welcome Keep time for children because it encourages me to give my children what I believe they will treasure most as they look back on these years - my time."
Jonathan Edwards, Olympic Champion

Keep time for children is an initiative of