International relief agency World Vision recently joined the online virtual world, Second Life, to bring to life its Alternative Gift Catalogue through an interactive 3D developing community village.

Second Life expects to have more than 2 million 'inhabitants' by the end of the year.

"But the problems of the real world remain, including global poverty," explains Fiona Cole, Public Relations Manager at World Vision. "By having a presence within the increasingly popular virtual arena, World Vision can engage with its audience and raise awareness and money for its relief and development activities, but in a creative way that meets the audiences' needs and captures imagination."

For more information on Second Life, go to www.secondlife.com.

World Vision launched its Alternative Gift Catalogue for Christmas in October.

Last year, World Vision raised over £5 million pounds through the Alternative Gift Catalogue, which allows donors to buy surprising gifts like goats, cows, chickens and pigs to be sent to the developing world.

Donors can be flexible with their choice of gifts, as prices range from £5 to £6,000.

The Alternative Gift Catalogue is part of World Vision's carefully planned initiatives to help some of the world's poorest communities make their way out of poverty. This is because the gifts arrive in the context of World Vision's long-term development programmes.