A new app created by Unicef and sponsored by Giorgio Armani challenges you to question what's truly important in life.
The app, part of the UNICEF Tap Project, presents you with a very simple request: put down your phone. Stop posting selfies on Instagram, stop checking how many 'likes' your status got on Facebook, stop trawling Twitter.
Why? Because, for every ten minutes you go without using your phone, Giorgio Armani will donate enough money to pay for a day's worth of safe, clean water for a child who needs it.
An accelerometer monitors the phone's activity an, should you feel the need to use it, politely asks you to put your phone down. But, more importantly, it teaches us that we can live without our mobiles - and forces us to remember that many people go without water every single day.
Many have said that Giorgio Armani should donate the money to UNICEF without the Tap project - but, in our opinion, that is missing the point of the idea.
The point is to remind us what's important in life. The point is to remind us that, yes, we can live without our mobile phones. And the point is to remember that, yes, there is a world outside our own lives - and it needs our help.
Could you go ten minutes without checking your phone to save a life? Try the Tap Project yourself by searching "UNICEF Tap" on your phone or by checking out the website here.