Product category:
Web design and development
News Release from: Enable Interactive
Edited by the Marketingservicestalk Editorial
Team on 07 January 2008
Orangutans get second life on
Conservation Island
Conservation charity WWF called in Enable to create innovative ways to get its environmental messages across and engage with new and existing global audiences.
The result was Conservation Island, WWF's presence on Second Life With over 5 million supporters and a global network in more than 100 countries WWF's mission is to stop the degradation of the planet's natural environment and to build a future that allows humans to live in harmony with nature
This article was originally published on Marketingservicestalk on 4 Jan 2008 at 8.00am (UK)
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It aims to achieve this by conserving the world's biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and wasteful consumption.
Thinking differently has allowed Enable to develop into an agency that has a strong set of values and one that is prepared to challenge the way that clients traditionally think about their brands and how they market them.
"WWF approached us to help them create a different way of talking to their audience across the digital channel", said Matt Connolly, Strategy Director at Enable Interactive.
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"Social and consumer behaviour is changing; therefore the way our clients communicate must change too - at Enable we have a clear insight into why these changes are taking place and how our clients can reach their audiences.
"The current changes that we are seeing both in culture and technology are opening up some exciting opportunities for organisations to create dialogues with their audiences and inspire them to take action, whether it be lifestyle changing, purchasing or campaigning".
Second Life is a 3-D virtual world which is built and owned entirely by its residents.
Now in its fourth year, Second Life is inhabited by a total of just under 8 million people from around the world.
Conservation Island is the result of a six-month development programme by Enable, WWF and a network of volunteers around the world.
It offers visitors a range of experiences designed to heighten awareness of different environmental issues including climate change, marine conservation and deforestation.
The island is divided into unique habitats, which visitors can explore and learn about some of the environmental issues facing our planet.
A lost world populated by orangutans and pandas, the island has a hydro-powered stage for hosting events.
Visitors encounter an ice-cream selling orangutan, who tells his customers about the devastating impact that palm oil (one of ice cream's ingredients) and the plantations where it is grown are having on his natural forest environment.
Elsewhere visitors are can befriend a giant panda, who updates his new friends on topical environmental issues, and explore a town powered by a huge pinwheel regulated by the wind speed on Second Life.
"A Second Life island was a unique opportunity for us to reach a new audience; we have the opportunity to educate and because of the nature of the medium our messages can be continually updated keeping them alive and topical", said David Cole, Online Outreach Manager at WWF International.
"Enable have really helped us think about new ways to approach our audience and now we are set to not only educate but also challenge our audience on the important issues of climate change, marine conservation and deforestation".
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