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The Metaverse, positioned as a new virtual world free of physical limitations and societal stereotypes, is not yet meeting these ambitions. In fact, 60% of people feel that virtual … read moreworlds lack inclusivity, and many are calling for more accessibility. However, the Metaverse is still in its early stages of development, which is why Degree Deodorant will partner with Decentraland to help shape the standard of inclusivity and representation in the virtual world.
Agency: AMV BBDO, London
Together with Decentraland, Grammy-nominated recording artist Fat Joe (Joseph Antonio Cartagena), and Paralympic Athlete Blake Leeper, the brand will host the Degree® Metathon™ – the world’s-first marathon in the Metaverse – which will take place on April 26, 2022 at 6 p.m. EDT and will continue the brand’s ongoing fight for increased representation in movement. As part of the brand’s mission to shape a more inclusive world where everyone has the confidence to move more, Degree® partnered with disability experts to better understand and identify the needs of underrepresented movers in the Metaverse. To advocate for these necessary changes, Degree® polled the Decentraland community and found that 98% of landowners support making movement in Decentraland more accessible and inclusive for people with disabilities. Following the Metathon™, the brand will expand on this initial work and partner with additional experts on disability, race, and gender inclusion. Together, they will aim to advocate for solutions and to action inclusive changes that allow everyone to see themselves represented as movers in the Metaverse, such as: adding audio description for people with visual impairments, implementing a non-binary experience when creating an avatar, constructing a variety of body shapes and sizes, and more. Degree’s first step in the Metaverse is its introduction of a more inclusive avatar library, created in partnership with Decentraland. Available for the first time at the Metathon™, these newly developed wearables—such as prostheses, running blades, and a wheelchair—offer greater representation for people with disabilities and enable participants to create avatars representative of their unique identities. The Degree® Metathon™ course will cover 26.2 virtual miles of some of the most iconic scenes of the Vegas City Sports Quarter, Decentraland’s largest district. The course will incorporate accessible architecture to reflect a more inclusive landscape, with structures such as ramps for wheelchair users. Degree® also chose to work with iconic hip-hop artist and musician Fat Joe because of his advocacy for representation – both inside and outside the music and entertainment industry – as well as his reputation as a bridge-builder for various communities across the country. Those interested in taking part in the world’s-first Metathon™ can visit the Events Page on Decentraland.org to register for the event taking place Tuesday, April 26, 2022 at 6 p.m. EDT.
read less...Brand team: Kathryn Swallow, Renata Assunção and Pilar Pereira
Agency
Account Team: Katy Talikowska, Maciej Stryjek and Matt Stimson
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
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