Skincare campaign by HECHO EN 72, 72andSunny’s in-house production studio
While people are more digitally-connected now than ever before, many are less connected in meaningful ways in real life. That's why pioneering clinical skincare brand Murad partnered with HECHO EN 72, the production company situated inside award-winning creative agency 72andSunny, to launch the EyesUp campaign, a new initiative designed to educate people about the danger of digital-only relationships and the power of real-world human connections.
The campaign kicks off with the launch of an educational film, directed by acclaimed documentary director Kassim Norris, that depicts the physical and emotional tolls digital dependence takes on individuals.
Renowned as the "Father of Internal Skincare," Dr. Murad's groundbreaking work and research over the past decade has centreed on helping people cope with Cultural Stress™, or the stress of modern living. The hallmarks of Cultural Stress include digital dependency, the inability to disconnect from work, and lowered self-esteem due to increased social expectations. This type of constant and pervasive stress has tremendous health consequences, which are particularly visible on the skin. Chronic stress, like that from Cultural Stress, has been shown to weaken immunity, increase inflammation, and accelerate ageing. Through the EyesUp campaign, Murad hopes to use its brand expertise on the topic to empower people to connect by disconnecting, thereby taking action against their own form of Cultural Stress.
Murad is also launching a content hub to educate people about digital dependence and social isolation, and take the EyesUp pledge. The in-depth resource will include new research, tips and tools for unlocking the power of human connection, and articles from expert contributors including neuroscientist and mind-body expert Dr. Claudia Aguirre and the renowned research organisation Sputnik Observatory, dedicated to the study of contemporary culture.
To coincide with the external consumer launch of EyesUp, Murad is unveiling an innovative employee engagement program. Beginning today, each employee is invited to take the EyesUp Diagnostic Quiz to measure their own levels of Cultural Stress. Based on this diagnostic tool, Dr. Murad will host EyesUp "Office Hours" for employees to get a prescription for coping with their unique source of Cultural Stress.
Additionally, Murad has installed EyesUp Digital Device Stations in each conference room to encourage device-free meetings and deeper connections with one another throughout the day. The organisation has also created "EyesUp Zones" throughout the office where employees are encouraged to talk with one another face-to-face over complimentary drinks and water-rich fruits and snacks.
Throughout 2017, the EyesUp campaign will be supported by a robust social media campaign, public relations efforts, and in-store retail activations.