The skincare brand hopes to halt the effects of cultural stress on the skin by enabling the power of human connections.
In today’s always-on world, people are more digitally-connected than ever before – yet less connected to one another in meaningful ways. That’s why Murad, the pioneering clinical skincare brand, is launching the EyesUp Campaign, a new initiative designed to educate people about the danger of digital-only relationships and the power of real-world human connection. Through the campaign, Murad is encouraging people around the world to go “EyesUp” and connect with one another in real life.
Renowned as the “Father of Internal Skincare,” Dr. Murad’s groundbreaking work and research over the past decade has centered 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.
“As a dermatologist, I believe that healthy skin is a direct reflection of how you live your life. But today, nearly all of us are living in an increasingly stressful, always-on environment,” said Dr. Howard Murad, Murad. “The irony of technological advancement is that we are more digitally connected than ever before, yet less connected to one another in meaningful ways. This has profound implications for our skin, health, and ultimately happiness.”
In fact, 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 aging. 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.
The campaign kicks-off with the launch of an educational film created to raise awareness about the power of human connection. The campaign video, directed by acclaimed director Kassim Norris and produced by HECHO EN 72, the production company situated inside award-winning creative agency 72andSunny, depicts the physical and emotional tolls digital dependence takes through the lens of various people living in social isolation.
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 organization 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 organization 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.