In November 2022, OMD, Channel 4, Lime Pictures and the Home Office launched an innovative & purpose driven paid social campaign connecting with the Metaverse, to promote a special Hollyoaks episode tackling the real-world social issue of women’s safety. In the episode titled ‘Maxine’s Long Walk Home’, Maxine is separated from her friends on a night out and on her walk home experiences threatening micro-aggressions from men. In a first of its kind Meta campaign, a 360 immersive VR experience was created to allow the user to take Maxine’s place and walk in her shoes.
The campaign promoted the VR experience on the Metaverse as well as using a 360 video on Facebook feed and YouTube to showcase Maxine’s journey. Not only did the campaign generate awareness, understanding and discussion of women’s safety, the episode also achieved the highest number of Hollyoaks views on TV in 2022!