Second Places

Diabetes UK tasked their digital agency, cScape, to provide some innovative ideas to establish their brand in the virtual world in order to reach a new audience.

In April 2008, following a workshop, Second Places were tasked by cScape to consider specific Second Life applications, that would promote ways in which to mimic diabetes symptoms on avatars, to run campaigns and promotions and introduce a charity shop franchising model.

The approach taken by Second Places was to prototype various building layouts in Second Life, from the conventional Head Office building to something more futuristic, plus develop a retail outlet for Diabetes UK within Second Life.

Diabetes UK opted for the futuristic, twin-tower HQ building branded using the company’s magenta schema and bringing their logo to life by having humming birds flying within the internal garden and around the building.  Once in the building, avatars are able to access official Diabetes materials, view videos and seeking help and advice via telephone or Email help line.

In early October 2008, Diabetes UK launched a national "Silent Assassin" awareness campaign, and within the virtual world, these posters were displayed throughout several islands within Second Life to promote this high profile campaign within Second Life.