Macmillan launches cancer centre in Second Life

Fundraising | Gemma Ware | 1 Jan 2008

Macmillan Cancer Support is to hold a virtual coffee morning in Second Life this week before launching a cancer information centre in the online world.

Second Life is a virtual world where users create their own "avatar" or online persona that can move around and interact with other users and even buy property with the world's unique currency, Linden dollars (270 Linden dollars are worth $US1 or 50p).

To coincide with its real-life World's Biggest Coffee Morning on 28 September, Macmillan will place giant coffee cups at strategic locations across Second Life to attract donors, before driving them to its new Macmillan cancer information centre.

For the cost of 1 Linden dollar, donors can take a giant spoon, stir the cup and win a free virtual t-shirt. If they donate more than 150 Linden dollars, they will win a random gift ranging from a virtual cigarette bin to put outside buildings in the online world to castles, aeroplanes and gift vouchers to buy virtual vehicles.

The facility has been developed through Macmillan's partnership with Second Life developers New Business Horizons (NBH), who have also persuaded other designers in the virtual world to donate items for a Second Life auction to be held on 28 September. Items include plots of land and swimming pools in the online world.

The gimmick will launch Macmillan's cancer information centre within NBH's Blue Horizon business park. Users affected by cancer will be able to access information about cancer and emotional support through interaction with Macmillan's website and the centre will also provide phone numbers for the charity's real-life helplines. Visitors can also buy real-life Macmillan merchandise and gifts through a link to the charity's online shop.

Wendy Fowler, innovations manager for Macmillan, said the development would create a unique presence within Second Life that would provide its users with advice and act as a fundraising mechanism. "We had been considering our involvement with Second Life in a bid to engage and support even more people affected by cancer."

Alan Haynes of NBH, whose name in Second Life is Doctor Hickman, said: "Many people affected by cancer do not know where to go to find all the information they need on financial and emotional matters; in Second Life they can benefit hugely from the anonymity of an avatar; an adopted persona when visiting the centre."

The charity has no specific fundraising target for the initiative and a spokeswoman said any money raised would be a "bonus" as its main aim was to launch the information centre.

If you are a Second Life user, you can visit the information centre here:
http://slurl.com/secondlife/Blue%20Horizon/100/173/26

Directory: Macmillan
Who's Who: Gemma Ware

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