#IAMWHOLE have announced a brand new concept, Digital Detox Day which takes place today, 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.

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 to this initiative, LUSH has 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 (£5.95). 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.”