This social media news release can be viewed at:-
http://blogit.webitpr.com/?ReleaseID=6166

Headline:
Second Life Reforestation Project Qualifies as a Finalist in American Express Members Project

Innovative virtual reforestation created by social media agency, Converseon, in partnership with Plant-it 2020.

News Summary:

* Second Chance Trees, an innovative project using the virtual world Second Life to help reforestation of endangered species of trees, has been selected as one of the 50 finalists in the American Express Members Project contest

* 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.

* Plant It 2020 has been selected as the fulfilling organization for the 'Virtual Forest Project'. 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.

* 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 Plant It 2020 would plant in excess of one million indigenous trees in endangered rainforest regions.

* USA-based American Express cardholders can vote for the 'Virtual Forest Project' at http://www.membersproject.com/Environment_Wildlife/991 until July 17, 2007.

Quotes:

Rob Key quote:

"Effective global environmental initiatives require not only physical implementation that embraces local communities an cultures, they must also have a powerful educational component. While most people won't every 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. 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."

Michael Thau quote:

"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." "This reforestation project will not only reduce harmful greenhouse gasses but will also help to feed tens of thousands of people."

Content Available
Images:
Converseon Logo - http://blogit.webitpr.com/media/logo_converseon.gif
Plant It Logo - http://blogit.webitpr.com/media/logo_plant-it.gif
SCTAmEx - http://blogit.webitpr.com/media/SCTAmEx1.jpg

Video:
Second Chance Trees - American Express Members Project -
http://www.youtube.com/watch?v=2_0IC7JElqY&eurl=

Relevant Links:
The Members Project -
http://www.membersproject.com/Environment_Wildlife/991
Second Chance Trees - http://www.secondchancetrees.org/
SLurl - http://slurl.com/secondlife/Second%20Chance%20Trees/139/127/31/
Flickr - Second Life Trees -
http://www.flickr.com/photos/secondchancetrees
Plant It 2020 - http://www.plantit2020.org/
Converseon - http://www.converseon.com/

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This social media news release is available at:
http://news.dmbse.co.uk/?ReleaseID=6166

Title: Second Life Reforestation Project Qualifies as a
Finalist in American Express Members Project
Re: Converseon; Second Chance Trees
Date: 09/07/2006

ENDS