On Digital Detox Day, it’s Time to Focus on Your Mental Health


Slated to happen on September 5, 2020, #IAMWHOLE have announced a brand new concept, built on the concept of putting our mental health in check, Digital Detox Day.

Digital Detox Day is a world-first collaborative project initiated by #IAMWHOLE, LUSH and founder of Zoella, Zoe Sugg. Fronted by Sugg and #IAMWHOLE co-founder Jordan Stephens (Rizzle Kicks), DDD is put forth with an aim to bring awareness to the negative effects of social media in our mental health, encouraging social media users to build a healthier relationship with these platforms and their devices.

On Digital Detox Day participants are asked to step away from social media for one whole day, taking time out for their mental health and themselves. What’s more is that there will be a very special activation that will be revealed on the day.

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 Sugg’s IGTV channel: Body Image, Cyberbullying, Anxiety, Human Connection and Setting Digital Boundaries.

The campaign is designed to encourage and inspire members of the public to draw a circle on the palm of their hand with the word ‘OFF’ 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 (priced at £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.”

She adds, “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 introduced the emotive symbol of the circle drawn on the palm of the hand. It was endorsed by a number of global superstars including Ed Sheeran, Liam Gallagher and James Corden, reaching 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.

Zoe Sugg, founder of the brand “Zoella” is a multi-hyphenate entrepreneur, content creator and multiple Sunday Times bestselling author. Her positive, quirky personality and engaging style of content has resulted in her becoming the UK’s most subscribed female creator on YouTube. In her 10+ years online, she has since amassed over 25 million followers across her YouTube and Instagram channels.

In 2012, she 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 her to become a huge source of support to her millions of followers. Then in 2014, she became the very first digital ambassador for the mental health charity Mind who campaigned 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, Sugg has 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.

Learn more about Digital Detox Day by visiting to this website.