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“[The American Cancer Society] started Relay for Life events in 1985. Today it conducts events in 4,600 communities in the United States and in 23 countries worldwide. … It applied these years of organizational experience to create and operate a successful Second Life initiative, demonstrating that real-life expertise can be effectively applied to virtual world initiatives.”
— Ben Rigby, in his book, “Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies to Recruit, Organize and Engage Youth”.