The leading UK diabetes charity, Diabetes UK, have launched their new Silent Assassin campaign in Second Life. Second Life is a virtual world, which now houses virtual DUK headquarters and the campaign.
Sounds crazy? Second Life has some 15 million residents, so a campaign to raise awareness about diabetes is well situated. Silent Assassin is the largest ever campaign in the UK to raise awareness about diabetes .
The virtual campaign includes virtual posters. Diabetes UK also posted the campaign on Facebook, Bebo and MySpace.
Graeme Manuel, web editor at Diabetes UK, reportedly commented: “We hope that by developing new methods of communication using social media sites such as Second Life, Facebook and MySpace we will be able to increase the reach of our awareness campaigning and key messages both to people in the UK as well as internationally. Awareness of the symptoms and devastating complications of diabetes among young people is becoming increasingly important. People now get their information from more diverse sources and so it’s vital we expand our communications channels to mirror this and better reach our target groups.”

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