BOSTON--(BUSINESS WIRE)--April 30, 2007--Infinite Vision Media (IVM), an interactive and emerging media studio specializing in developing social media in the 3D web space, today announced the creation of its social responsibility initiative. The program is being launched with the firm's pro-bono creation of the American Cancer Society's virtual headquarters in the popular 3D virtual world known as Second Life(R).

IVM, well-regarded for its development of three-dimensional presences for corporate, non-profit and academic clients is launching the social responsibility initiative as a way of giving back to the community that afforded the firm's creation and success. Drew Stein, chief executive officer of IVM, explains: "We think it's important for the non-profit community to have at its disposal the level of Second Life marketing and networking expertise that corporate brands enjoy. The 3D web space offers marvelous opportunities for non-profit organizations to build community that expands their mission to a global audience."

The firm, which has most recently developed a presence in Second Life for top brands Dell and The Weather Channel, has been involved with Second Life since its inception and is uniquely positioned to understand the power of the 3D web space as an outlet for an organization's message and mission. "We're honored to bring the American Cancer Society's mission to Second Life residents. Cancer awareness and education messages need to be delivered in Second Life in a way that respects the American Cancer Society's brand as well as understands the SL audience. We are able to bring expertise from both worlds to the table," says June Peoples (Quirky McArdle), IVM's chief operating officer.

One of the challenges for any non-profit looking to develop a presence in a virtual world is the ability to demonstrate the effectiveness of that approach to potential funders in government and in corporate philanthropy. IVM will work with non-profit clients to envision the best possible use of the 3D web space, then help develop a proposal that can be floated to existing and likely funding sources.

The American Cancer Society's headquarters will include office buildings complete with presentation and meeting rooms for cancer education sessions, a staffed link to the Society's National Cancer Information Center, fundraising components, and green space and gardens that will showcase user-created art as an expression of the personal fight against cancer.

"The American Cancer Society has been engaged in Second Life through our signature fundraiser, Relay For Life for over four years," said Randal Moss, the American Cancer Society's manager of futuring and innovation-based strategies. "In building and opening a virtual headquarters in Second Life, the Society will be able to provide cancer information to more than 5 million Second Life residents and engage them in the fight to eliminate cancer as a major health problem."

The American Cancer Society Virtual Office is being designed by IVM Creative Director Ian Tepoot (SL: Ethan Therian) with programming by IVM Chief Technology Officer Ron Blechner (Hiro Pendragon). Also consulting on the project and on IVM's Social Responsibility Initiative is Dr. Karen Urbas (The Sojourner).

About Infinite Vision Media

Infinite Vision Media Inc. is a leader in virtual world development and interactive experience design. A full-service interactive marketing and emerging media agency, IVM develops three-dimensional presences for corporate, non-profit and academic clients. IVM works with clients individually to envision the creative possibilities of the 3-D environment and how it can help realize the potential of each mission or brand.

About Second Life

Second Life is a 3D online world with a rapidly growing population from more than 100 countries around the globe, in which the residents themselves create and build the world which includes homes, vehicles, nightclubs, stores, landscapes, clothing, and games.

The Second Life grid is a sophisticated development platform created by Linden Lab, a company founded in 1999 by Philip Rosedale, to create a revolutionary new form of shared 3D experience. The former CTO of RealNetworks, Rosedale pioneered the development of many of today's streaming media technologies, including RealVideo. In April 2003, noted software pioneer Mitch Kapor, founder of Lotus Development Corporation, was named Chairman. In 2006, Philip Rosedale and Linden Lab received WIRED's Rave Award for Innovation in Business. Based in San Francisco, Linden Lab employs a senior team bringing together deep expertise in physics, 3D graphics and networking

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Copyright Business Wire 2007

Infinite Vision Media

Infinite Vision Media

Infinite Vision Media Inc. is a leader in virtual world development and interactive experience design. A full-service interactive marketing and emerging media agency, IVM develops three-dimensional presences for corporate, non-profit and academic clients. IVM works with clients individually to envision the creative possibilities of the 3-D environment and how it can help realize the potential of each mission or brand.

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