#IAMWHOLE, Lush and Zoe Sugg (Founder of Zoella)

Launch Digital Detox Day


#IAMWHOLE have announced a brand new concept, Digital Detox Day which will take place on Saturday 5th September 2020. 

Digital Detox Day is a world-first collaborative project with #IAMWHOLE, LUSH and Zoe Sugg (Founder of Zoella). Fronted by Zoe and #IAMWHOLE co-founder Jordan Stephens (Rizzle Kicks), DDD aims to bring awareness to the negative effects that social media can have on our mental health, encouraging social media users to build a healthier relationship with these platforms and their devices. Digital Detox Day will ask participants to step away from social media for one whole day, taking time out for their mental health and themselves. 

There will also be a very special activation that will be revealed on the day. Watch this space! 

About the project Jordan Stephens says

“Social media has become such a huge part of all our lives, and I know all too well the negative impact it can have on mental health if we don’t set boundaries. Digital Detox Day is all about taking some time out to reflect, so we can form better relationships with ourselves and our devices. As someone who has really grown up online, Zoe is the perfect person to lead this campaign. I’m proud that #IAMWHOLE is able to partner with both Zoe and LUSH to raise awareness as well as funds for grassroots mental health charities.” 

In the week leading up to Digital Detox Day, #IAMWHOLE will be releasing a series of discussion panels around five key talking points on Zoe’s IGTV channel: Body Image, Cyberbullying, Anxiety, Human Connection and Setting Digital Boundaries. The campaign will also be encouraging members of the public to draw a circle on the palm of their hand with the word ‘OFF’ in the middle the day before on Friday 4th September 2020, to signify that they will be switching off from social media.

In addition, LUSH have confirmed that 40+ of their worldwide locations will be participating in Digital Detox Day, with 19 of these countries selling a limited edition bath bomb called IRL. The bath bomb was created in person with Zoe and LUSH inventor Jack Constantine, to encapsulate her happy place of a beachside sunset in the bath. The fragrance is a new blend using mood enhancing oils including: neroli oil, orange flower absolute, ylang ylang oil and rose absolute. All money raised from the bath bomb will go into a fund where grants will be available to global grassroots mental health organisations.

Zoe Sugg talks more about the campaign and her partnership with LUSH

I love social media, it’s incredible in so many ways and it has helped build communities and businesses, and given people a platform in order to share their stories that might not otherwise have been heard. However, as the years have progressed and social media has grown in size, it’s clear that it has its flaws too. Comparison, criticism, cyberbullying, a disconnect from reality and real life. All of these things and how often we are scrolling can have such a negative impact on our mental health. This is why I am so happy to be working with LUSH and #IAMWHOLE on the very first Digital Detox Day campaign, a day to reflect offline about how we live our lives online and to introduce boundaries into our social media usage. I have been a huge fan of LUSH for years so to be able to create a bath bomb for this campaign in order to raise money for grassroots mental health charities has been an absolute privilege and I can’t wait for everyone to enjoy it.


#IAMWHOLE is an award winning mental health campaign, founded by Spirit Media and Jordan Stephens. 

Launched on World Mental Health Day 2016 with a music video by Jordan Stephens and social campaign introducing our emotive symbol of the circle drawn on the palm of the hand, the campaign immediately went viral.

It was endorsed by a number of global superstars including Ed Sheeran, Liam Gallagher and James Corden, reached an audience of over 120 million, and was even mentioned in Parliament.

In 2018, WHOLE united leading youth charities CALM, The Mix and YMCA to stage its first ever live fundraising event, Music 4 Mental Health, with performances from artists including Ed Sheeran, Anne-Marie, Olly Murs, Ella Eyre, Professor Green and James Arthur.

The sold out gig generated over 140 million social impressions, 1.6 million article views and massive increases in engagement for our charity partners.

About Lush

Lush invent, manufacture and retail fresh handmade cosmetics. A beauty company with a campaigning heart, Lush are passionate about direct action and use their stores around the world as a platform to shed light on little known social and environmental issues.

About Zoe Sugg

Zoe Sugg, founder of the brand “Zoella” is a multi-hyphen businesswoman, content creator and multiple Sunday Times bestselling author.

 Her positive, quirky personality and engaging style of content has resulted in Zoe becoming the UK’s most subscribed to female creator on YouTube. In her 10+ years online, Zoe has amassed over 25million followers across her YouTube and Instagram channels. 

Zoe has published four Sunday Times best sellers. Three novels in her debut Girl Online series which sold over 1 million copies worldwide and her non-fiction Cordially Invited, a lifestyle guide to being the perfect hostess also made the top of the list in 2018. In January 2020 Zoe announced a new fiction project in the making with her novel ‘The Magpie Society – One For Sorrow’.

In 2019, Zoe launched her new video effects and editing App Filmm and Instagram design app Template. Collectively, they’ve already had over 1.5 million downloads and regularly feature at the top of the app store charts.

In 2012, Zoe was amongst the first content creators to speak openly about her mental health online. Opening up about her anxiety and panic attacks so honestly lead Zoe to become a huge source of support to her millions of followers. In 2014, Zoe became the very first digital ambassador for the mental health charity Mind who campaign to improve services and raise awareness as well as provide incredible support to those dealing with mental health issues. 

Alongside fundraising and awareness for mental health, Zoe also regularly speaks out against cyberbullying and brings much needed attention to women’s health issues working with charities such as Jo’s Trust and Coppafeel.

For further information, please contact [email protected]



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