Piccadilly Lights taken over for Digital Detox Day

07 September 2020 - Press release

Celebrities Rita Ora, Ronnie Wood, Maya Jama, Sam Smith, Joel Dommett supported mental health initiative

Over 50 countries took part in Digital Detox Day and over 6 billion people reached globally


On Saturday 5 September, newly rebranded production company, Spirit Studios, took over the Piccadilly Circus Lights to mark Digital Detox Day, its latest initiative for its mental health campaign, #IAMWHOLE.

In collaboration with cosmetics retailer LUSH and fronted by influencers Zoella and Jordan Stephens, Digital Detox Day aimed to raise awareness about the damaging effects that social media can have on people’s mental health. Over 50 countries took part in the initiative and early results suggest that the campaign reached over 6 billion people globally.

Celebrities such as Rita Ora, Ronnie Wood, Sam Smith, Jade Thirlwall, Davina McCall, Laura Whitmore, Joel Dommett, Vas Morgan, Joe Sugg, Tanya Burr, Tom Grennan, Niomi Smart, Paige Turley, Lydia Rose, Mark Ferris, Grace Victory, Eyal Booker, and many more showed their support for Digital Detox Day by posting a photo of their hand with a circle drawn on it with the word ‘OFF’ in the middle and signing out of their social media accounts for the day on the 5th.

What’s more, Spirit Studios curated, alongside #IAMWHOLE and Zoe Sugg, a series of discussion panels in the week leading up to Digital Detox Day. Hosted on Zoe’s IGTV channel, these sessions tackled Body Image, Cyberbullying, Anxiety, Human Connection, and Setting Digital Boundaries.

Spirit also teamed up with cosmetics retailer, LUSH, with over 40 of its worldwide locations participating in the initiative. A limited-edition bath bomb was developed in collaboration with Zoe Sugg and has been on sale since the end of August, with hundreds of thousands raised being channelled into their ‘Wholeness’ fund, where grants will be available to global grassroots mental health organisations.

Commenting on the success of the initiative, Matt Campion, Co-Founder and Creative Director at Spirit Studios, said:“When we first started to build the creative for this campaign, I could not believe a concept like Digital Detox Day did not exist – but knew something like this was definitely needed. What we did with our campaign is very simple - making people stop and think for a day about their use of social media. But it is the spirit in which it was delivered that counts. We partnered with a brand that understands and prioritises mental health. We chose to work with talent that knows first-hand the pressures and impacts social media can have on mental illness.”

#IAMWHOLE founder, Jordan Stephens, added: "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 was 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 was the perfect person to lead this campaign. I am proud that #IAMWHOLE was able to partner with both Zoe and LUSH to raise awareness, as well as funds for grassroots mental health charities."

Looking ahead, Spirit has also announced a new content partnership with UK news and entertainment brand LADbible Group. As one of their first external video production partners, Spirit will work with LADbible Group to produce a series of formatted video content for its social and video channels.


To find out more about Spirit Studios and its award-winning work, campaigns, and partnerships, please visit http://www.spirit-studios.com.