Challenge:To connect WWF’s climate change projects with a 16-24 year old, disconnected target market, and propel them into action.Solution:Global warming came to Faketown, a virtual world and social networking site. Users could eliminate their online ‘carbon footprint’ by raising real and virtual trees. Top oxygen producers won Faketown fame, as well as special perks. Results:We raised huge awareness by inviting 75,000 Faketown residents to buy and raise their own virtual trees. As a result, we generated much needed revenue for WWF’s tree planting projects and got the target actively reducing their carbon footprint.