I went to the Peer Learning at Oneworld last week and learned about how Relay for Life and the American Cancer Society are using Second Life to fundraise. What on earth is Second Life? Well, it's a little less "on earth" and a little more "in the tubes". Developed by Linden Lab, a downloadable client program enables its users, called "Residents", to interact with each other through motional avatars, providing an advanced level of a social network service combined with general aspects of a metaverse. Residents can explore, meet other Residents, socialize, participate in individual and group activities, create and trade items (virtual property) and services from one another. ( sez wikipedia) ACS has done a project called Relay for Life for years, but it took an innovative turn once someone had the bright idea to create the march in virtual space. In 2006, Second Life Relay for Life raised more than $41,000 and attracted more than 1,000 second life avatars to the virtual event. The track walked through representations of real-world places like Mexico, New York City, Paris, Sweden, and South Africa. Participants encountered opportunities along the way to have fun while donating money - lighting virtual luminaria, and participating in events such as sky diving off of the Eiffel Tower. Here's the ACS team at work in Second Life. $41k raised in a virtual game? Of course, I went back to work and downloaded it. After picking my name (Cherrybombshell Broek--come find me!) I departed to Help Island to learn the system. The first person I met on Second life, an avatar who shall remain nameless, told me I was "dumb" when I asked how to change the clothes on Cherrybombshell. Okay, moving on. Despite warnings that I would not be able to return to Help Island once I left, I took the plunge and ventured onward. Confusion abounds. I roamed the streets of Second Life looking for clothes. I realized this was going nowhere unless I purchased some Lindens. And where were these 6.5 million users? That's where this story ends for now. Cherrybombshell and I ( wait...) will be exploring Second life, it's impact on online advocacy, fundraising and virtual community this summer. That is, if I can find the Relay for Life headquarters.