Adventure Ecology has educated over 18 million people with their climate crisis message that if immediate action is not taken, sea levels are predicted to rise 20ft.

Adventure Ecology brought the dangers of this crisis to life by staging Second Life’s first mass event - a virtual flood.

Second Life is an online environment where everything has real life value - perfect for simulating the economic and social effects of rising sea levels. As everyone in Second Life seems to be either a blogger or a journalist, it was a natural place to get the world to hear this message.

Adventure Ecology educated people about the potential dangers of rising sea levels ‘in world’ during the flood. The shocked residents started many conversations about this climate crisis.

Footage and pictures of the event were instantly picked up by mainstream, green and marketing press and also blogs. Many Second Life residents also blogged about the flood and posted their own pictures on the internet - the climate crisis message has spread to 18 million people in the real world.

Whilst costing nothing to produce or run, this event led to Adventure Ecology experiencing a 54% increase in site traffic.

Most people pay for media. We bought ours with a powerful idea that got talked about.

Nominated by Miss Joanne Griffiths, 29 May 2007

Great use of Second Life for a really good cause.

Submitted by Kate Clough, 29 May 2007

i love it ... this should win

Submitted by David, 29 May 2007

A good way to get more people talking about the climate crisis and an innovative way to educate us all on the issues and solutions

Submitted by Katie, 30 May 2007