REXONA
METATHON
Rexona believes that everyone should be free to move however they want, even in the virtual world. So we launched the the Metathon, the first ever Marathon in the Metaverse. A race that brought everyone, regarless of their hability, to run together in the name of inclusivity. We created the first ever adaptive wearables in Decentraland and a wheelchair friendly course, and got people talking about the importance of designing accessible and inclusive virtual spaces for the differently abled.
Disability experts
We partnered with influencial personalities like Blake Leeper, Fat Joe and Amy Purdy, and with a panel of disability experts to design a solution that would help increase representation in the metaverse.
The not-so-inclusive Metaverse
The metaverse was designed to be a place where everyone can be whoever they want to be, and yet, the avatars available misrepresent society, normalising certain body types while alienating others.
Inclusive avatars
To make any changes in Decentraland we needed the approval of the community so we campaigned and got 98% of Decentraland landowners to support making Decentraland more accessible and inclusive. We got to work and designed avatars with different body shapes, prosthetics and even wheelchair users.
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The experience
To celebrate the launch of the inclusive avatars, we designed the first Marathon in the Metaverse, and the first step free access, fully accessible and inclusive Marathon in the world.
Results
The metathon had the highest engagement in decentraland history with 2.5 hours average game time. And with 800M impressions we started a conversation about inclusivity in the virtual world.
