Those of you who spend part of your daily routines roaming the virtual landscapes in Second Life might find Second Chance Trees, an endeavor dedicated to supporting reforestation efforts, worth checking out. In essence, Second Chance Trees, a joint collaboration between the nonprofit organization Plant-It 2020 and the social media marketing group Converseon, manifests itself as an island in Second Life where you can buy and plant one of 10 species of endangered trees.
For the equivalent of 300 lindens (the in-game currency), or about $1.50, users can purchase and plant a tree on a designated virtual island in the game. At the same time, Plant-It 2020, which will receive all of the proceeds from the sale, will plant an equivalent tree in the particular endangered rain forest to which it is indigenous. "Our Second Chance Tree Project is an innovative way to allow individuals to immersively participate in a reforestation initiative by connecting their virtual world to a real world action," said Rob Key, CEO of Converseon.The guys behind Second Chance Trees are now hoping to get the backing of American Express as part of its "Members Project," an initiative that allows cardholders to vote on which project should receive $1 million from the company. The project has already been chosen as one of the final 50 AmEx Members Projects. If it receives the most votes by the end of the competition (July 17), it will have the money necessary to plant 1 million trees in Second Life and, more importantly, 1 million trees in endangered rain forest regions around the world.