While the metaverse is still in the early stages of development, there is a growing awareness of the need to build a more diverse and inclusive virtual world. In a global study last year from the Institute of Digital Fashion, 60% of people felt there was a lack of inclusivity in digital spheres, which can lead to the marginalization of certain communities online. Most of the survey respondents called for greater representation in the metaverse of women, LGBTQ+ people and those with disabilities.

Degree, the Unilever-owned deodorant brand, is taking one step toward improving these issues by hosting an inclusive marathon in the metaverse. The virtual event—called the Degree Metathon—will take place on the platform Decentraland at 6pm EDT on April 26. It will cover 26.2 virtual miles of the Vegas City Sports Quarter, Decentraland’s largest district.

What makes the marathon more inclusive is participants will be able to create their avatars from a new library that includes wearables such as prostheses, running blades and a wheelchair to offer greater representation for people with disabilities. The virtual course will also incorporate more accessible architecture, such as ramps for wheelchair users.

The Degree Metathon will feature Paralympic Athlete Blake Leeper and hip-hop artist and musician Fat Joe (Joseph Antonio Cartagena), who is an advocate for diverse representation in the music and entertainment industries.

Following this event, Degree has pledged to work with partners to continue building a more inclusive metaverse, such as by adding audio descriptions for people with visual impairments, implementing non-binary options when creating an avatar and constructing a greater variety of body shapes and sizes.

Abbott Mead Vickers BBDO, Degree

U.K. agency Abbott Mead Vickers BBDO created the campaign.

Bringing its purpose to the virtual realm

This campaign continues Degree’s goal of increasing representation in movement. In 2021, it introduced Degree Inclusive, a deodorant that is easier for people with upper limb disabilities to use. Created by Wunderman Thompson, the project won the Innovation Grand Prix at Cannes Lions last year.

The brand also has a program called Breaking Limits, a five-year, $5 million commitment to supporting youth sports organizations whose members face barriers to being active.

But the Degree Metathon is the first step in taking that mission to the virtual world, said Kathryn Swallow, global brand vice president of Degree, in a statement.

“We hope the Degree Metathon will spark conversation on why representation matters—in both the metaverse and the physical world—and its power in challenging societal norms,” she continued.

CREDITS:

Client: Unilever
Brand: Degree / Rexona / Sure / Shield
Brand Team: Kathryn Swallow, Renata Assunção and Pilar Pereira
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Creative Directors: Jack Smedley and George Hackforth-Jones
Creative Team: Julia Merino, Lewis Beaton and Claire Watson
Account Team: Katy Talikowska, Maciej Stryjek and Matt Stimson
Producers: Ian Whittle and Alex Warren
Design: Simon Dilks, Max Henderson, Jack Fairclough, Nor Mira Canales, Mark Deamer and Andrew Pashkov
Planning: Michael Alhadeff
Production Partner: Vegas City team
PR Agency: Edelman US
PR Team: Sharelyn Devonshire, Adam Bricault, David Brigandi, Fiona Paladino and Thea Nagle

BRITTANEY KIEFER

• @BrittaneyKiefer
• brittaney.kiefer@adweek.com

Brittaney is Adweek's European creativity editor.