(Second Chance Trees) Second Chance Trees was conceived, developed, and built by social media agency Converseon in partnership with 501 (c)(3) non-profit Plant It 2020. Second Life residents can plant a virtual tree at Second Chance Trees Island for 300 Linden dollars (about $1.50), which triggers the planting of a corresponding tree in endangered rainforest regions in the real world.
Second Life Reforestation Qualifies as American Express Members Project Finalist
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JULY 12, 2007
By Press Release, WebitPR

Social media agency, Converseon, has created an innovative virtual reforestation project in partnership with Plant-it 2020.
Second Chance Trees is a project that uses the virtual world "Second Life" to help reforestation of endangered species of trees. It has been selected as one of the 50 finalists in the American Express Member Project.
The Members Project gives American Express Cardmembers the chance to select and vote for one idea that will have a positive impact worldwide. American Express will fund the winning idea with up to $5 million.
Second Chance Trees was conceived, developed, and built by social media agency Converseon in partnership with 501 (c) (3) non-profit Plant It 2020. Second Life residents can plant a virtual tree at Second Chance Trees Island for 300 Linden dollars (about $1.50), which triggers the planting of a corresponding tree in endangered rainforest regions in the real world.
"If selected as the winner of the American Express Members Project we would look forward to planting one million trees in locations throughout Latin America and Africa," claimed Michael Thau.
USA-based American Express cardholders can vote for the 'Virtual Forest Project' at www.membersproject.com until July 17,
2007.
Plant It 2020 has been selected as the fulfilling organization for the 'Virtual Forest Project'.
"Effective global environmental initiatives require not only physical implementation that embraces local communities an cultures, they must also have a powerful educational component," said Rob Key. "While most people won't ever fly to India to plant a Neem tree, the Second Chance Trees project creates the closest approximation of the experience and is sparking positive word-of-mouth that will hopefully spur others to greater awareness and action."
In addition, Rob Key stated that "the power of social media is that it can transcend traditional approaches and antiquated structures to rapidly galvanize communities to action and awareness for reforestation and other important global issues. We hope others will support us this initiative to demonstrate the power of social media to motivate positive, socially-responsible action."
American Express Members can vote for this idea until the final 25 are selected on July 17. The next voting round selects a final five ideas by July 24 before the winner is announced on August 7, 2007.
Relevant Links:
The Members Project - www.membersproject.com/Environment_Wildlife/991
Second Chance Trees - www.secondchancetrees.org
SLurl - slurl.com/secondlife
Flickr - Second Life Trees - www.flickr.com/photos/secondchancetrees
Plant It 2020 - www.plantit2020.org
Converseon - www.converseon.com