Save the Children needed to engage with younger supporters - the kind of donors which charities typically find hard to reach. They extended their popular gifting scheme, The Wish List , and most popular gift, the yak, into the virtual world Second Life. The Yak Shack sold virtual yaks at £1.75 each which you could ride, milk, knit a woolly jumper from their hair and even customise. In-world publicity spread online ( to blogs, flickr and YouTube) as well as offline. Save the Children are the first charity to successfully engage with that kind of young, elusive campaigner that traditional charity brands have found almost impossible to reach.