# Presentation: 933602

## CDC in Virtual Worlds Second Life and Whyville

**Janice R. Nall**
- National Center for Health Marketing
- CDC

## CDC should be (must be) where people are

- Increases the dissemination and potential impact of CDC’s science
- Leverages unique characteristics of emerging channels
- Reaches diverse audiences
- Facilitates interactive communication and community
- _Virtual Worlds_
- Immersive/engaging environments
- Encourage active participation in learning
- Allow avatars to ‘model’ healthy behaviors
- Provide anonymity for seeking health information

## Most Popular Virtual Worlds

## Most Popular Virtual Worlds

## Linden Lab Metrics onSecond Life

- From SecondLife.com

- Linden Lab Metrics onSecond Life

- Total Population: 13 Million Residents
- 450,000 residents logged in last week.
- Users spend 28,000,000 hours in Second Life per month

**Notes:**
13 Million total Residents as of 4/7/08

450,000 login each week. 

## Second Life DemographicsAge, Gender and Geography

## CDC’s Presence in Second Life

- CDC’s current space on Second Life averaged about 200 visitors a month at launch

- Hygeia Philo: "lover of health”
- CDC’s Virtual Public Health Worker

## CDC Research in Second Life

- Completed 25 in-world interviews and a Focus Group with 5 participants
- Second Life users
- Public Health Professionals
- Consumers of Health Information Online
- Participants recruitment:
- Half recruited from health islands in Second Life
- Half recruited from non-health islands in Second Life
- Half recruited during the workday
- Half recruited during evenings and weekends
- Focus Group and Interviews
- Occurred in-world
- Interviewers were both male and female avatars
- Focus group was 60 minutes
- One-on-one Interviews were 30 minutes each

## Research Results

- Health Diagnoses of SL Users
- AIDS
- Breast Cancer
- Prostate Cancer
- Ulcerative Colitis
- Spinal Injury
- Migraines
- Depression
- Obesity

- What SL Users Would Like to See from CDC
- Prevention
- Disease Treatment
- Health Statistics
- Vaccination Information
- Disease Outbreaks
- Travel Information
- STD Information

- Second Life avatars currently use these sources
- when looking for information online for health information
-  Google search		- WebMD
- - Health Departments	- General Practitioner

- Avatars listed the following as their areas of interest in Second Life:
-  Explore (17) 		- Meet others (16)
- - Buy things (11) 		- Participate in a group (10)
- - Build things (9) 		- Sell things (7)
- - Be hired for a job (6)	- Hire others (0)

## Focus Group Results:

- Avatars stated benefits of searching for health information in Second Life:

*“**I would feel more comfortable in the virtual world. I think it increases your feeling of anonymity and if it’s a sensitive health problem such as STDs, it’s even better when virtual.”*

*“**I think that Second Life provides a unique opportunity in that you can search and explore things in anonymity.”*

*“**Well, having such a service would be real great, I think. People can have questions in the middle of the night somewhere on the planet. For example, if you suffer a certain disease and complications come up, you can ask questions to see if you have to see a doctor.”*

## Focus Group Results

*  **	**“**I suppose I’d expect to find some informational exhibits on various diseases, including but not limited to bird flu, SARS, and other timely diseases, and not to focus solely on the effects and symptoms, but also treatment and disaster planning.”*

*“**There would need to be places where you could meet people both in the organization and outside the organization. I would like to see outdoor activities. A tour would be good too.”*

- What would you expect to find on a CDC Second Life island?

- Based on the description given, is the CDC island a place you’d be interested in visiting?

*“**Yes, not because I spend a lot of time researching health related issued, because I don’t but because I am curious and like to explore new things.  Also it would be a logical place to go if I did have a concern about a disease.”*

*“**It would be nice if the CDC island would host events.  The events make Second Life get alive and attract people. An empty island is not as attractive as an island with many visitors.”*

## CDC’s New Second Life Island

- The landing or “Teleport” area where avatars arrive on the CDC Island

## Global Health Odyssey

- The in-world Global Health Odyssey will host exhibits that will run concurrently with the real-world Global Health Odyssey at CDC.

**Notes:**
This is an image of the Global Health Odyssey that will facilitate future exhibits that will run concurrently with the live Global Health Odyssey in the Roybal campus. This area will also host past exhibits and media, highlighting key items of success.

## Virtual Lab 

- Virtual Lab

- Two virtual labs on the first floor encourage avatars to interact with CDC’s science and the second floor rooms will host support groups or meetings.  Additional floors allow room for the creation of more in-world activities.

**Notes:**
This image is of the Virtual Lab. The building was designed to be able to expand “up” based upon demand. There are 2 labs on the first floor and the second floor was developed to accommodate support groups or meeting.

## Inside the Virtual Lab

- The news board inside the entrance to the lab provides real-time updates based on RSS feeds from the featured items on CDC.gov. The monitor on the desk collects comments from visitors to the space and sends them to a designated CDC email address.

**Notes:**
This image is of the “virtual news board”. The board is live and is currently using the RSS feed from the features located on www.cdc.gov. The monitor on the desk is being used to gather comments from visitor to the space. When pressed it will ask the avatar “what would you like to see on CDC island” after the comments are entered, it will forward them to the New Media group.

## Virtual Lab Lobby

- The lab has four lobby areas that are decorated with images from CDC’s Public Health Image Library. The images have descriptive text and are “hot”, allowing an avatar to click on them and be taken to _[www.cdc.gov/phil](http://www.cdc.gov/phil)__ to get information and access these copy-right free photographs._

**Notes:**
This image is of the area that can be used for groups and meetings inside the Virtual Lab. It is 1 of 4 spaces in the building that is decorated with posters on the walls from the images taken from the PHIL. The images do have descriptive text and are “hot” meaning an avatar can click on them and be taken to www.cdc.gov/phil.

## Virtual Lab Activities

- Avatars can use this interactive microscope allows to view
- CDC images of real viruses.

**Notes:**
This is 1 of 2 labs located inside of the building. The microscope is interactive allowing the avatars to view several images with a simple next or previous button press. The red suit is a free giveaway of a CDC branded biohazard suit.

## View through the Interactive Microscope

- This view through the virtual microscope provides an avatar with an actual image of influenza. Additional images can be accessed via the red arrows.

**Notes:**
This is a slide taken from the interactive microscope. The image will fill the screen and by pressing the arrows, the avatar can shuttle the images. The microscope was developed with the intention of being able to quickly and painlessly update. This is achieved by adding images to a selective folder; in return the microscope updates itself.

## CDC Biohazard Suit

- A CDC biohazard suit is a giveaway to avatars who answer a survey question and/or participate in a virtual lab activity.
- Male and female versions of the suite are available.

**Notes:**
This is the CDC biohazard suit that will be given away freely. The suit will be given to avatars on they take a 1 question survey or by clicking on it in the virtual lab. The suit will conform itself to the avatar or will allow the avatar to chose the sex of the suit.

## CDC Health and Safety Information

- There are numerous signs throughout the Island, providing direct links to approximately 120 Health and Safety topics on CDC.gov.

**Notes:**
This is the area that acts as the “News and Information” spot of the island. There are eight signs located on the perimeter of the area that are “hot”, taking the avatars to pages on www.cdc.gov after the avatar approves the launch of the browser. The signs can be quickly updated by simply dropping a new image to the sign.

## CDC Health Awareness Bracelet

- Avatars can get a free awareness bracelet by clicking on the dispensing machine (right). Anywhere they go in Second Life, avatars wearing the CDC Awareness Bracelet will see that the color and messages on each bracelet change automatically to reflect changing health and safety topics.

**Notes:**
This is the CDC awareness bracelet. The bracelet (shown on the left) is given as a “freebie” from the dispensing machine (shown on the right). The bracelet is “live” even after it has been distributed meaning that we can update the color and message by simply “dropping” a new image to the dispensing machine. In return this is change all future bracelets and update all other previously distributed bracelets within 12 hours of submitting.

## Roaming Survey ‘Robot’

- These Survey Robots roam the island and ask for voluntary feedback
- from avatars visiting the CDC Island.

**Notes:**
The roaming robot is 1 of 4 that are located around the island. It is intended to gather information (1 question currently) from avatars that is then processed and forwarded to the New Media group. The robot will track and approach an avatar one time asking to take the survey, if the avatar refuses or takes the survey, it will not approach them again. The questions are in a format that they can be quickly updated.

## Health Track with Awareness Signs

- A Health Track around the perimeter of the CDC Island encourages avatars to virtually exercise. Fifty signs along the track display awareness campaign information and dates.  Partners can also use the track to host walk-a-thons and other activities.

**Notes:**
This image shows the health track that runs along the perimeter of the island. There are 50 signs placed along the track, with each sign showing an awareness campaign and associated date.

## Global Communication Center

**Notes:**
This is the Global Communication Center designed to match building 21 located on the Roybal campus. There are first floor is designed to be used as an area for meeting and conferences and the second floor was developed to accommodate support groups or meeting. The building was developed with the intention of being able to expand up if necessary.

## Global Communication Center Entrance

**Notes:**
This image is taken at the entrance of the Global Communication Center.

## Global Communication Center Lobby

- The monitor on the information desk gathers comments from visitors to CDC’s Island. The video display on wall allows avatars to view several streaming video podcasts.

**Notes:**
This image is taken from the entrance of the Global Communication Center. The monitor on the desk is being used to gather comments from visitor to the space. When pressed it will ask the avatar “what would you like to see on CDC island” after the comments are entered, it will forward them to the New Media group. The large screen on the wall is 1 of 2 players that can play image-slideshows or podcasts. The screen was developed in the manner that it can be updated often and quickly.

## Conference Center Streaming Media Room

- The streaming media room, which has 52 seats, can be used for presentations, conferences, media events and other interactive activities.

**Notes:**
This image is taken from the Global Communication Center. This is the auditorium that has 52 seats and can also play image-slideshows and podcasts. It also has the capability to play or streaming live events into Second Life from a live external source such as conferences in building 19 at the Roybal campus.

## CDC Partnership Space

- This open space is dedicated for use by CDC partners who can create new
- structures and host activities.

**Notes:**
This image is taken from the area designated for partnerships. At this moments the area is set up as a peaceful space where the trees sway in the wind and birds can be heard chirping in the distance. With a few mouse clicks this space can be transformed into a partners space and then back to it’s natural appearance once the campaign is over.

## Other Government Agencies in Second Life

- NASA has an island in Second Life and is a member of the
- Second Life Science community.

**Notes:**
The virtual CoLab is a dedicated “island” in the “Second Life” online virtual world, and will later be complemented by a traditional Web-based community website. NASA CoLab is a member of the SciLands "continent." By putting a wide range of educational content in close virtual proximity, the goal is to foster conversations and ideas that might not have occured had each region been separate. Other goals include increasing visitor traffic and making it easier to find useful educational content within Second Life. 

## Other Government Agencies in Second Life

- NOAA has an island in Second Life complete with an
- Earth System Research Lab.

**Notes:**
Soar through a hurricane on the wing of a research aircraft, rise gently through the atmosphere atop a weather balloon or search for a hidden underwater cave on a side trip from a NOAA submersible. These and other virtual adventures are attracting large numbers of "avatars," or virtual selves, to one of the first government-sponsored, Earth-science "islands" in the rapidly growing online world of Second Life. The NOAA Earth System Research Lab developed the site for users to have the experiences in the virtual world they may not have in the physical world, and learn about the cutting-edge science that NOAA conducts regularly. 

## American Cancer Society’s Second Life Island

**Notes:**
The American Cancer Society is the nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service. ACS Island in SL offers support and encouragement to volunteers, survivors and caregivers. Visit the island to learn more.

## HealthInfo Island

- Funded by National Library of Medicine and administered by the Alliance Library System of Illinois, HealthInfo Island provides consumer-oriented health information.

**Notes:**
Healthinfo Island is a project funded by a grant from the National Library of Medicine, administered through the Alliance Library System (ALS) of Illinois.So is the Accessibility Center – it's also grant funded, also administered by ALS. Healthinfo Island is about consumer health information – it's about empowering the consumer in their health-related decision making. It's also about supporting groups of individuals who come here to play but whose real lives often present very real needs for support...with chronic illness and emergencies, with disabilities, and with the sometimes alienating environment of medical institutions.

## The Only Learning-Based Virtual World,Where Today’s Digital Kids Live

- The Only Learning-Based Virtual World,Where Today’s Digital Kids Live

**Whyville is Seriously Fun!**

- © 2008 Numedeon, Inc.

**Notes:**
Whyville was designed expicitly to support learning and education after 17 years of research at the Caltech Precollege Science iniative (CAPSI).  The founders of Numedeon Inc, the company that runs and manages Whyville were faculty and students at Caltech involved with CAPSI.  Whyville was one of the first virtual worlds launche don the internet, and remains the only virtual world dedicated to learning and education.

## Academic Research on Whyville

** ****Virtual Playgrounds: Playing and Learning with Science in Multi Player Online Communities**  *by Yasmin Kafai & Michael Giang*
** ****Of Monsters and Sick Computers: Children****’s**** Folk Conceptions of a Computer Virus**  *by Yasmin Kafai*
** ****Patterns of Engagement in Simulating a Virtual Epidemic**  *by David Feldon & Joanna Gilmore*
** ****A Case Study of Participating in a Virtual Epidemic** *by Nina Neulight, Yasmin Kafai, Linda Kao & Brian Foley*
** ****The Value of Looks versus Health: Observations of Economic Interactions during a Virtual Epidemic** *by**** ****Yasmin Kafai*

## Numedeon metrics on Whyville

-  3.3 million registered users
-  3,500 new average per day
-  3.5 hours average use per month
-  400 page views average per month

- Event at the Greek Pavillion

- © 2008 Numedeon, Inc.

## Whyville Metircs 

**Whyville Metircs **

- 1999

- 2007

-  Girls outnumber boys 2 to 3
-  Average age is 12 1/2

- Pages views

- User Demographics

- © 2008 Numedeon, Inc.

## Educational Activities for Whyvillians

**Science/Math**

**Multiplayer**

**Art/Humanities**

- © 2008 Numedeon, Inc.

## Sample Profile of a Whyville User

- _3.3 million registered users with 1.2 million uniques in 2007_
**W****h****y****v****i****l****l****e** kids stick around...
- _Andy109_
- First registered in Whyville April 7th 2000
- Has visited 2,304 times (almost once a day for 7 years)
- Salary is 134 clams*
- Has accumulated 78,633 clams in savings
- Recently elected to the Whyville Senate

- * Clams are part of Whyville’s virtual economy.  They are not tied to real dollars

- © 2008 Numedeon, Inc.

## They Think and Express 

- Whyville Times Newspaper:  1,632 articles published in 2007; 500+ articles submitted each week.

**They Think and Express**

- © 2008 Numedeon, Inc.

## Whyville City Hall

**Whyville City Hall**

**Whyville**
**Senators**

**OrEoBaBy**

**Sooner**

**They Govern and Influence**

- © 2008 Numedeon, Inc.

## Whvyille Community Standards

*“**Report Decision: You are muted for 3 days due to inappropriate behavior.”*

- Underage “newbies” cannot chat until....
-  Visit the site a certain number of times
-  Submit signed parental permission slip
-  Pass ‘Chat License’ test (100% required)

- Whyville Safety
- White Paper
- –
- available upon request

- Whyville’s safety orientation is best in class and also offers kids and teenagers a secure
- environment to socialize and play.

- © 2008 Numedeon, Inc.

## Whvyille Partner Activities: Toyota

**numedeon inc.**

**Launched June 2006 **
**Visits to Club Scion  1MM**

**“****How Can I improve my credit rating??”**

**Toyota Financial Services:  Whyville Branch**

- © 2008 Numedeon, Inc.

**Automotive Engineering**
**                **

**Launched  Aug 2007:  100,000 engineers to date**

- © 2008 Numedeon, Inc.

## Why-World / Spain

- What’s Next for Whyville...

- © 2008 Numedeon, Inc.

## Whvyille Partner Activities: CDC

- CDC Seasonal Influenza eHealth Outreach for 2006 – 2007 and 2007-2008 Campaigns:
-  eCard series
-  Online graphics for partners
-  Widgets
-  interactive maps
-  Mobile Alerts
-  Webinar for blog writers
-  Badges for MySpace users

- Objectives for Whyville Seasonal Influenza Activity:
-  Reinforce vaccination messages across multiple channels
-  Encourage kids to be an intermediary and get grandparents involved
-  Build on Whyville research on in-world vaccination activities
-  Interact with kids to teach them the importance of seasonal influenza vaccinations

## 2006 – 2007 WhyFlu Campaign

- City Hall Vaccination Station

## Engaged in learning

- Becoming public health advocates

## 2006 – 2007 WhyFlu Campaign Results

**Virus seeded**

**Christmas Vacation**

- 134,000 visits to CDC vaccination station
- 19,572 Whyvillians vaccinated

## 2007 – 2008 WhyFlu Campaign

- Vaccinations on the (snow-covered) soccer field during the in-world Vaccination Party for kids and grandparents

## ‘Ask the Expert’

- ‘Ask the Expert’

- During the Vaccination Party, kids and grandparents talked with a CDC communications expert live.

## ‘Ask the Expert’ Activity

-   How many types of the common cold have been traced so far?
-  How many separate distinct strands of the common cold have been
-   discovered?
-  I feel I am catching on to a cold. How might I prevent this?
-  How can you prevent from getting WhyFlu?
-  How come some people are getting the flu even though they got
-   vaccinated?
-  Does the flu mutate because of the vaccines or would it naturally mutate?
-  Do vaccines just quicken the strand mutation?
-  Can we get more information about vaccinations elsewhere after this?
-  Do vaccinations hurt?
-  I think that people are getting the WHYPOX and the whyFLU shot
-   doesn’t prevent it.
-  Is it true that vaccines, if not properly made, can hurt, not help?
-  Sometimes, don’t vaccinations cause you to get sick?
-  Could you die if the infection to the vaccination was that bad?
-  I’ve heard people say after getting a flu shot, they end up getting the flu.
-  What about preservatives of vaccines?

**Categories of Questions**
**Personal (32)**
**CDC/Public Health (26)**
**Health Related (22)**
**Cancer (19)**
**Vaccines (12)**
**Smoking, Drugs, and Alcohol (9)**
**Cold/Flu (8)**
**Misc. (8)**
**Science/Research (7)**
**Whyville (2)**

- ‘Ask the Expert’ Activity

## More Questions from Whyvillians...

-  What are the names for?
-  Is there such a thing as tongue cancer?
-  Is there such a thing as feet disease?
-  Is halitosis contagious?
-  Do you have any tips on faking sick?
-  Can you get butt cheek cancer?
-  What temperature could you freeze at?

## 2007 – 2008 WhyFlu Results

- (November 1, 2007 –  January 10, 2008)
- _WhyFlu Vaccinations:_
-  40,919 Whyvillians were virtually vaccinated against the Whyflu
- _Grandparent Outreach:_
-  7458 grandparents invitations sent
-  1862 grandparents responded
- _In-World Party:_
-  150 unique questions asked
-  380 kids stopped by the stage room while the CDC Expert was there
-  5,152 phrases were uttered while the CDC Expert was there

## Contact

- Janice R. Nall
- Division of eHealth Marketing
- National Center for Health Marketing
- CDC
- _[jnall@cdc.gov](mailto:jnall@cdc.gov)_