On the 28th of January Child Rights and You ( CRY) opened a virtual action centre in Second Life. (CRY already had a smaller functional presence on Second Life in Non-Profit Commons ) Indusgeeks partnered with CRY to conceptualise, design and create this presence as a part of an overall initiative to raise awareness about CRY online. This made CRY the first Indian NGO and probably the second major organisation in India after Wipro to open a space in Second Life. The brief to Indusgeeks was to create a place which reminded people ( mostly adults as children can’t legally enter the SL Main Grid) of children and yet had a certain sense of design sophistication. We believe that from the reviews that followed we were able to accomplish that.
We partnered with CRY because we felt that they represented causes for children that all of us empathized with. The difficulty with our generation at times seems to be lack of awareness and then a lack of motivation to even do something about causes we feel for. The effort in launching this larger new media campaign for CRY was to reach out to this demographic and tell them – that they now had a convenient way to partake in the cause of child rights.
Phase 1.: The launch of the CRY presence on Bombay island ( part of Bollywood Estates) .Typically this phase is used to generate buy in for the medium from both internal and external stakeholders. . The subsequent press and blog coverage ( HT, Indiainfoline, IT News etc.) and internal organizational interest has already marked this phase a success.
Phase 2: We will soon launch a viral campaign with a machinima to raise awareness about the options of donating and engaging online with CRY. This phase is characterized by a larger engagement and picking up on the ” Long Tail” created by the 1st Phase.
Utility : This is phase where we convert the interest generated in the first phase to have all the internal stakeholders ( volunteers, staff etc.) to use the medium for communication and interaction. This is the phase where we introduce V- Conferencing, meets, events etc.
Phase 3 :Will feature an ” interactive experience module” where viewers of the viral machinima will be able to experience the video! More details on this as it unfolds..
The CRY office in Second Life
The CRY office consists of an auditorium to display movies and hold events etc. , a CRY shop ( Expressions of Childhood) ,outdoor cafe , gallery showcasing child rights posters and materials. It has donation boxes which direct users to the website or let me pay in Lindens.
The challenge now is user adoption for greater utility and purchase.
This is a work in motion much like Second Life…. so stay tuned in