To scoop its fourth consecutive win in this category, Hollyoaks created digital campaigns around the soap’s storylines on Sibling Sexual Abuse (SSA), pregnancy loss and domestic coercive control.
In what one judge described as “bold, unflinching, and socially vital” work, Lime’s digital support included a collaboration with the charity SARSAS to make content featuring real-life SSA survivors – which ultimately led to a spike in individuals coming forward.
The Here Still baby loss campaign allowed audiences to share their experiences via a TikTok Sound and led to a 421% increase in TikTok views year-on-year, and its Home Office Enough campaign highlighted abusive behaviours and shared advice from Women’s Aid, garnering over 2.7m views.
“Hollyoaks consistently elevates difficult subjects through empathetic, platform-appropriate content,” said one judge.
“The SSA campaign was courageous, while the Here Still and Home Office Enough initiatives showed a deep understanding of how to use digital to educate, support, and connect.”
Another said the “inclusive” campaigns sparked “important dialogue” on sensitive topics, with the SSA campaign featuring real-life survivors creating some of the most “authentic” conversations overall.
“They weren’t just one-off efforts,” they added.
“Hollyoaks has consistently used digital content to address important issues, maintaining a strong connection with the audience over time.”
The judges praised the way in which the casting supported the campaigns, with one saying the fact that the actor Kirsty Leigh Porter had experienced baby loss herself lent a “brilliant touch” to the campaign.
“This brand is becoming a digital powerhouse on a consistent basis,” they added.
Another said: “This went beyond supporting material by thinking deeply about who was cast to perform these roles. It felt incredibly well integrated.”
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