Sport Relief takes to virtual streets for this year's Miles.

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In partnership with We Are Here, Sport Relief has launched its Mile events and fundraising into the popular virtual world Second Life®. Offering residents the chance to get involved in a range of different challenges and Mile activity on the weekend of the 14 to 16 March and even an after-party on the Sport Relief island - the initiative aims to raise extra funds from the in-world community.

The Sport Relief initiative allows us to showcase the global reach and flexibility of virtual platforms and is a great example of how activity in Second LifeĀ®* can make a real difference in real life. As a very efficient way to empower a social network to get involved with Sport Relief, we're looking forward to learning more about the fundraising potential of this environment

In partnership with We Are Here, Sport Relief has launched its Mile events and fundraising into the popular virtual world Second Life®. Offering residents the chance to get involved in a range of different challenges and Mile activity on the weekend of the 14 to 16 March and even an after-party on the Sport Relief island - the initiative aims to raise extra funds from the in-world community.

Using the Second Life®* virtual platform provided by Linden Lab, We Are Here have created a virtual worldwide Sport Relief challenge - surfing in virtual Newquay, roller-skating a Mile in an animated rainforest and sky diving from a space station. This extension of the "first world" activity taking place across the UK for Sport Relief enables people to try out a new style of participative fundraising and awareness raising. Avatars complete with Sport Relief t-shirts, controlled by their real-life owners, will take part in a weekend of events cumulating in a live music concert being streamed from musicians around the world on the official Sport Relief islands (Sims).

"The Sport Relief initiative allows us to showcase the global reach and flexibility of virtual platforms and is a great example of how activity in Second Life®* can make a real difference in real life. As a very efficient way to empower a social network to get involved with Sport Relief, we're looking forward to learning more about the fundraising potential of this environment," said Martin Gill, Head of New Media for Comic Relief, Sport Relief's parent charity.

"Viral fundraising works perfectly with the Second Life®* platform allowing people from many different countries to host and promote their own events. It is going to be great to thank everyone in-world too, with the concert after the weekend's activity, and share pictures of people's avatars getting into the spirit of it! Whilst at the same time we have created formal events to drive awareness and get people fundraising for Sport Relief, we're also looking forward to seeing what people do on their own," said Lottie Messner, from We Are Here. "We hope this activity will help more charities see how they can utilise and access communities built within virtual environments to help raise awareness and drive forward their initiatives."

*Second Life ® is a registered trademark of Linden Lab.

Notes to Editors :

Sport Relief:
For more information and images contact:
Natalie Forster - n.forster @ comicrelief.com
0207 840 2517

  • Rise to the challenge for Sport Relief 2008
  • Sainsbury's Sport Relief Mile on Sunday 16th March. Sign up for the nearest Mile at http://www.sportrelief.com. For a virtual mile log in to http://www.secondlife.com and join the group Sport Relief Fund Raisers
  • To make a donation, call 08457 910 910^ (calls cost 4p per minute from BT landlines. Charges for other operators and mobile networks may vary)
  • Since its launch in 2002, almost £50 million has been raised through Sport Relief
  • Comic Relief spends the money raised to help vulnerable people living incredibly tough lives both at home in the UK and across the world's poorest countries
  • Sport Relief is an initiative of Comic Relief, registered with the charity commission no. 326568

We Are Here:
We Are Here is a branding agency in London and Brighton who focus on virtual platforms
For more information contact:
Steve Liddell
steve @ wearehere.info
http://www.wearehere.info

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Lottie Messner
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