Macmillan Stirs the World's Biggest Coffee Morning in Second Life

September 25, 2007 - Press Dispensary - Macmillan Cancer Support is taking its World’s Biggest Coffee Morning out of this world and into the virtual environment of Second Life (SL). The event – on Friday September 28, 2007 – is the first to take place in the brand new SL Macmillan cancer information centre, created for Macmillan in Second Life’s ‘Blue Horizon’ business park as a joint venture between SL developer New Business Horizons (NBH – http://www.nbhorizons.com ) and SL media producer Phoenix Film & Television (http://www.phoenixmedia.co.uk).

The World’s Biggest Coffee Morning is one of the largest fundraising events in the UK. Last year nearly two million people, including a host of celebrities, stirred themselves into action by hosting or attending coffee events across the UK and not only raised over £6.7 million to help people affected by cancer but also had a great time catching up with friends, family and colleagues.

This year sees the event extended to Second Life, where it involves rather more than just virtual coffee being served all day to visitors to Macmillan’s cancer information centre. On behalf of Macmillan, developer NBH has persuaded designers from across SL to donate items to the leading cancer care charity, to raise money in a World’s Biggest Coffee Morning auction. In addition, giant coffee cups have been placed at strategic locations all over SL to attract donors: when a donation is made, the donor takes a giant spoon, stirs the cup and wins a free virtual t-shirt together with one of the designers’ randomly selected gifts, which itself will have a value of up to several thousand Linden dollars (the currency of SL).

Once the World’s Biggest Coffee Morning is over, Macmillan will have a fully functioning Macmillan cancer information centre. Here, for the first time in SL, users affected by cancer can make use of many resources such as a range of information about cancer and emotional support . Alongside the services, visitors will also be able to go shopping at the retail area, where they can buy real world merchandise and gifts from the online catalogue, with all proceeds going to Macmillan.

Alan Haymes (SL avatar: Doctor Hickman) of NBH explains: “When Macmillan came to us for its cancer information centre, we could see the need immediately for something that wasn’t just a presence but was there for practical, down to earth reasons. For example, 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.”

Wendy W. Fowler, innovations manager for Macmillan, adds: “We had been considering our involvement with Second Life in a bid to engage and support even more people affected by cancer. New Business Horizons has really cracked it by creating an original presence for us in Second Life which will provide both services for people affected by cancer, as well as a fundraising mechanism for Macmillan. Its innovating work will really help Macmillan to help more people affected by cancer.”

The Macmillan Cancer Information Centre can be found inworld at SLURL Blue Horizon/100/173/26.

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About New Business Horizons
New Business Horizons is a Second Life 'full service developer' with offices in London and Montreal. The company has created the ‘Blue Horizon’ virtual business park which offers companies the chance to enter Second Life easily and affordably before committing any major resources to the project. Second Life can reap rewards for participants in terms of marketing, sales, collaboration and networking, amongst many other benefits.

About Phoenix Film & Television
Phoenix Film & Television Productions is one of the UK’s leading, award-winning TV, film and new media production companies based at Three Mills Film Studios in East London. Phoenix specialises in developing creative strategies for organisations wishing to take advantage of the marketing and promotional opportunities presented by Second Life.

About Macmillan Cancer Support
Macmillan Cancer Support improves the lives of people affected by cancer, providing practical, medical, emotional and financial support. Working alongside people affected by cancer, Macmillan works to improve cancer care. One in three of us will get cancer. 1.2 million of us are living with it. If someone is affected by cancer, Macmillan can help.

For more information about Macmillan Cancer Support, visit www.macmillan.org.uk or freephone 0800 500 800 for an information pack.

For further press information, please contact:
Robert Shepherd, New Business Horizons
Tel: 0845 430 4433
Email:
Site: www.nbhorizons.com

Susie Richardson – Macmillan Cancer Support Press Office
Tel: ჸ 20 7840 7809 (out of hours 07801 307068)
Email: