Second Chance Trees was an initiative created to mirror the online world users produce while playing the game Second Life and to create awareness surrounding reforestation and ways to help out. The campaign established an island in the virtual world where users could buy and plant endangered trees. When a participant bought a virtual tree for 300 Second Life dollars (a price equivalent to about USD$1.50), Converseon gave 100% of the money to Plant It 2020, a non-profit organization that reforests endangered rain forests around the globe. Depending on which of the 10 species a user chose, a corresponding tree of the same species was planted in the real world.
The campaign was awarded an OMMA award for best use of virtual world, and was selected as one of 50 finalists in “The Members Project”, a competition backed by American Express.
The project video was featured on CNN, received a 5-star rating on YouTube and was mentioned in over 100 blog posts.
