Macmillan Stirs the World's Biggest Coffee Morning in Second Life
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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Notes for editors
For further press information, please contact:
Tel: 0845 430 4433
Susie Richardson – Macmillan Cancer Support Press Office
Tel: ჸ 20 7840 7809 (out of hours 07801 307068)
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