Hollyoaks goes online to promote safer drinking

Hollyoaks is launching a series of online episodes to enable youth-oriented campaigns to reach their target audience.

The Channel 4 soap is producing 12 ‘webisodes’ to run on E4.com next month to support the Know Your Limits campaign, according to reports on broadcastnow.co.uk.

Hollyoaks: The Morning After The Night Before has been funded by the Home Office and devised by C4 with Hollyoaks producer Lime Pictures’ multiplatform arm, Conker Media.

The storyline will follow regular characters Josh and Sasha, who will leave the TV show for a month for a four-week post-exam holiday, which will play out entirely online.

The plot also features new character Dave, played by Elliot James Langridge, who will go on to appear in the TV series.

The three-to-four minute webisodes will be up on E4.com every Monday, Wednesday and Friday for four weeks, from Monday July 6. In-character blogs will also appear on Bebo.

Hollyoaks: The Morning After the Night Before is the first product of Channel 4’s newly established cross-platform commissioning structure, headed by Louise Brown.

Louise said the project, which also extends to a binge-drinking storyline on-screen from this month, was a potential model for future campaigns with both public and commercial bodies.

She said: “It brings together the best of our commissioning, marketing and production partners to create a deeply engaging experience that works across multiple platforms.”

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