Virtual yaks save real world kids!

I just got a notice from Kathryn Parsons about a cool virtual fundraiser for the UK charity Save the Children called the "Yak Shack."  The idea is that they are selling, of all things, virtual yaks for L$ 1,000 each (about 3 bucks) which go toward helping real children living in poverty around the world.  Apparently a yak is a really valuable commodity in many parts of the developing world.  So far, so good. But what makes this campaign more "virtual" rather than just another e-fundraiser is that Save the Children are holding a sort of "pimp my yak" contest on December 16 where people can show off their own customized yak for a chance to win fabulous prizes.

Read more for the complete description of the campaign or hit this teleport SLURL to go straight there…

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Ogilvy Launch
First UK
Charity to Fundraise in Second Life

Save the
Children’s “Yak Shack” – Virtual Gifts Go Virtual

 

Save the Children yesterday (5^th December) became the first UK charity to
fundraise in the virtual world by using Second Life, the virtual world created
by Linden Labs, to launch its ‘Yak Shack’.

The charity’s virtual gift range, Wish List,
has been a huge success, but the downside is that it has run out of yaks!. Save
the Children therefore set up a ‘Yak Shack’ where members of Second Life’s virtual
world have the chance to buy a virtual yak or donate to Save the Children. Purchasers
of the yaks will be able to milk, ride and knit a wooly jumper from their
virtual yak. Yaks and their owners can
return to the ‘Shack’ on December 16th to show off their individually
customized yaks for the chance to win an interview in a Second Life magazine.

 Yaks will cost 1,000 Linden
dollars (3.5US$) and all the money
raised from the purchase of the virtual yak will go directly to Save the
Children’s Wish List scheme.

 The concept and
creative for the project were delivered by Ogilvy Advertising. Kathryn Parsons, Channel Planner at Ogilvy
Advertising commented: "Ogilvy looks to find the most effective,
appropriate and creative routes through which our clients can connect with their consumers. Save the Children’s ‘Yak
Shack’ will tap into a growing international community of young, creative and
tech-savvy individuals. It is an ideal
environment within which to raise awareness driven by its strong sense of community
and shared values. Having researched and
collaborated closely with the Second Life community, we are confident we have created something which
will deliver the kind of experience which is true to Second Life, which its residents will appreciate and
which will fundamentally raise money for Save the Children."

 Save the Children’s Wish List features gifts that change children’s lives.
There are over 24 gifts that help families beat poverty, ranging from yaks to peanut paste. Every gift in Wish List has been identified by Save the Children’s
country teams to meet the specific needs of the children and communities Save
the Children works with. When someone
buys a gift from the Wish List, the actual gift is sent to a child and their
family in one of the poorest places in the UK or around the world.

“Save
the Children is delighted to be taking Wish List gifts to the next level, by
making them virtual. The gifts that people purchase from Wish List are actually
sent to a child and their family in one of the poorest places in the UK  or around
the world… We recently sold out of
yaks, but the Yak Shack means that people can buy yaks in Second Life in an
experiential and truly virtual way, whilst supporting Save the Children,” said Chris
Coe, Product Development Director for the charity. 

Ogilvy Advertising
worked in collaboration with designer Aimee Weber to build the project
“in-world”. Aimee Weber has built
projects in world for other non-profits including The American Cancer Society’s
“Relay for Life” which succeeded in raising over $40,000 during the 24 hour
event.

 

-Ends-

 

For more information or visuals please contact:

Kathryn Parsons at
Ogilvy Advertising +44
(0)207 345 3391

Email address:  Kathryn.parsons@ogilvy.com

 

Notes to Editors

Save
the Children fights for children in the UK  and around the world who suffer from
poverty, disease, injustice and violence. We work with them to find lifelong answers
to the problems they face.

For
more information about Save the Children, please visit the website: www.savethechildren.org.uk

When you buy a gift from Save the Children’s Wish
List your money is spent on the item. No money will go to a general fund.
Included in the price of every gift is the cost of processing, postage and
packaging.

Save the Children uses yaks in their programmes in Tibet and China  where yaks provide nutritious
milk, wool for knitting and are used for ploughing. Save the Children only sell
as many yaks as the programmes need. Save the Children has just sold out of
yaks (in the real world) for this year but there are plenty more gifts
available on our Wish List site..

Because Save the Children works in many different
countries with varying needs and costs, the price of a gift is an average
price. If the actual cost of provision is less than the price you have paid, we
will buy additional items that relate to that gift and help the work of that
country programme.

Save the Children UK is a registered company registered
charity  no. 213890,VAT registered no.
239 5393 33.