The National Multiple Sclerosis (MS) Society Pilots New Fundraising Opportunities in Virtual World

In a move symbolic of the National MS Society's goal to achieve a world free of multiple sclerosis (MS), the organization's Southern California Chapter is expanding on the success of its signature annual fundraising events to create the first-ever MS Fly, taking participants through an engaging scavenger hunt in Second Life.

Produced by The Illusion Factory and Bullpen Advertising, the captivating and interactive MS Fly will take place June 10th through the 17th. With the support of Scion and MovieTickets.com, the National MS Society is calling on participants worldwide to enter the Second Life world, adorn a MS cape, and join the movement to help achieve a world free of MS. Registration is open until close of event on June 17th at www.themsfly.org. Proceeds for this pilot event will benefit the Society's Southern California Chapter.

"In collaborating with the MS Society, The Illusion Factory is very excited to champion a cause-worthy event that will help spotlight the less commercial, more creative corners of Second Life," said MS Fly producer and Illusion Factory CEO, Brian Weiner.

After check in, participants (known as avatars) will receive a MS Fly cape which will give them the capability to fly to far greater heights in the virtual world, and begin their adventure through Second Life. Each avatar will travel along a "fly" route of floating islands - including Scion City, MovieTickets.com, The International Space Station, The Carl Sagan Pavilion, Svarga, Second Chance Trees, Dublin Island, Diegoland, House of Tunes, Health Info Island, New Zealand Pavilion, and Info Island/Second Life Library - scouring each island for clues within the interactive world as they engage in multiple levels of in-world activities. With completion of each scavenger hunt phase comes a new incentive for the participant and more money raised to help end MS.

A kick-off celebration and ribbon cutting to jump-start the week-long event will take place June 10th at 9am PDT at the MS Pavilion, located on the Illusion Factory West Island in Second Life. Search MS FLY in Second Life.

"Bullpen Advertising created this concept to allow us to expand our very successful fundraising campaigns beyond the physical world, eliminating all geographic, demographic and physical obstacles to participation," said Jim Elfline, Vice President of Special Events, National MS Society, Southern California Chapter. "The MS Fly is a new and innovative way to identify more people who want to join the movement to create a world free of MS. Conducting the MS Fly in a virtual world like Second Life is a way for us to explore a meaningful approach to engage and connect future fundraisers with our cause." Key sponsors Scion and MovieTickets.com were compelled to be a part of this unique global fundraising event. "As a huge believer of community events, partnering with the National MS Society on its virtual Fly just makes sense," said Scion's Interactive Marketing Manager, Adrian Si. "We get the chance to creatively engage this audience and at the same time support a worthy cause."

"By blending the power of community and Second Life, with the essential spirit of giving, the MS Fly is making a giant leap in fundraising and awareness for multiple sclerosis. MovieTickets.com is proud to lend our platform and brand participation to such a unique and important cause," said Joel Cohen, Executive Vice President & General Manager for MovieTickets.com.

About Multiple Sclerosis:

Multiple sclerosis interrupts the flow of information from the brain to the body and stops people from moving. Every hour in the United States, someone is newly diagnosed with MS, an unpredictable, often disabling disease of the central nervous system. Symptoms range from numbness and tingling to blindness and paralysis. The progress, severity and specific symptoms of MS in any one person cannot yet be predicted, but advances in research and treatment are moving us closer to a MS-free world. Most people with MS are diagnosed between the ages of 20 and 50, with more than twice as many women as men effected by the disease. MS affects more than 400,000 people in the U.S. and 2.5 million worldwide.

About the National MS Society:

MS stops people from moving. The National MS Society exists to make sure it doesn't. We help each person address the challenges of living with MS through our 50-state network of chapters. We fund more MS research, provide more services to people with MS, offer more professional education and further more advocacy efforts than any other MS organization in the world. The Society is dedicated to achieving a world free of MS. We are people who want to do something about MS now. Join the movement at www.nationalmssociety.org. For more information about the Southern California Chapter, visit www.nationalmssociety.org/cal or call 310-479-4456.

Studies show that early and ongoing treatment with an FDA-approved therapy can reduce future disease activity and improve quality of life for many people with multiple sclerosis. Talk to your health care professional and contact the National MS Society at www.nationalmssociety.org or 1-800-344-4867 to learn about ways to help manage multiple sclerosis and about current research that may one day reveal a cure.