We reach for our phones throughout the day to send texts and tweets, read emails, check the weather and perform a multitude of other tasks.
Smartphones are so ingrained in daily life that it's not surprising that addiction to such devices is on the rise.
So what would it take for you to ignore your cellphone?
UNICEF hopes the promise of clean water for a needy child will be the trick.
As part of a new initiative from its Tap Project, sponsors will donate a dollar for every 10 minutes you don't touch your phone — enough to provide a day's worth of water to a child.
There are 768 million people worldwide who don't have access to clean water, according to UNICEF, and 1,400 children die from diseases linked to unsafe water each day.
In short, by putting down your non-vital smartphone, you can provide someone with water vital to their survival.
The Tap Project has been in existence since 2007 and is more than just a smartphone campaign. It's part of UNICEF's seventh Millennium Development Goal, which aims to half the number of people without access to safe water by 2015.
To participate, go to UnicefTapProject.org on your phone's Web browser and follow the instructions.
When your phone is steady, click to start the clock. If you accidentally nudge your phone — or pick it up to reply to a text message — you have a 10-second window to set it back down to keep the ticker running.
Related on MNN: