Contact Information: Media Contact: Jennifer Fader Terpin Communications (310) 821-6100 x112 jfader@terpin.com
Whyville Launches Virtual World Influenza Vaccination Campaign in Partnership With the Centers for Disease Control and Prevention
| Source: Whyville
LOS ANGELES, CA -- (MARKET WIRE) -- November 29, 2006 --Whyville.net, the leading edu-tainment
virtual world for children and young teenagers (ages 8-15), has announced a
campaign to virtually vaccinate its citizens against its own virtual
"Why-Flu." This virtual world effort is being supported by the US Centers
for Disease Control and Prevention (CDC) as part of a new-media component
of the recently announced National Influenza Vaccination Week, which kicks
off November 27 and runs until December 3.
The collaboration between Whyville and the CDC is part of a concentrated
effort to raise awareness amongst children and teens about the seasonal flu
and the preventative measures that can be taken to stay healthy. While
teens are not categorized as a high-risk group for influenza-related
complications, reaching children at this stage allows for an understanding
of influenza and how the disease can be effectively prevented. In
addition, educating teens empowers them to pass along vaccine-related
information to others in their households who would benefit from being
vaccinated. With almost 2 million registered users, Whyville represents a
unique mechanism to educate young people about the importance of early flu
vaccinations.
The citizens of Whyville will have the opportunity to receive a flu shot
which will result in immunity to the "Why-Flu," a simulated virtual version
of common influenza. Similar to a real flu, the Why-Flu will is transmitted
between by "contact" in the virtual community, such as being in the same
vicinity as another citizen's infected avatar. Without the protection of a
flu shot, a citizen will very likely get infected and experience virtual
symptoms that include uncontrolled sneezing that interruptions in the
ability to chat as well as unsightly red boils on one's virtual face.
The Why-vaccinate campaign is the latest phase in a longer running effort
in Whyville to help kids understand diseases and their prevention. The
program first launched on Valentines Day 2002 with an infectious disease
called the "Why-Pox." The educational consequence of the yearly recurring
Why-Pox has been the subject of a research study funded by the National
Science Foundation at UCLA, and has also been used as part of the health
curriculum in real classrooms.
As part of the new Why-vaccinate program in Whyville, bulletins and news
articles in the Whyville Times, Whyville's weekly newspaper, will alert
members to the impending risk of flu and encourage them to get vaccinated.
As in the real world, the children will pay for the vaccination in
Whyville's clam currency. All those who get vaccinated will not only be
immune to the disease, but will also receive a button to affix to their
avatar indicating that they have been immunized. Says Dr. James Bower, CEO
of Numedeon, the company that runs Whyville, "We have found that there is a
surprisingly close link between kids perceptions of their virtual lives and
their real lives. Therefore, this collaboration with the CDC is a perfect
way to teach kids not only about vaccinations, but also about the process
of disease control and how diseases affect real-world communities."
"We are enthusiastic about this opportunity to extend the important
message about getting seasonal flu vaccinations into Whyville -- especially
because the CDC has made a real commitment to understanding the educational
power of new-media and virtual worlds in particular," said Dr. Jay
Bernhardt, Director of the CDC's National Center for Health Marketing.
"This activity teaches kids early that flu vaccinations are important
during this time of a year. It's a natural extension of our 'real world'
National Influenza Vaccination Week campaign." (Press information on the
CDC campaign can be obtained from
http://www.cdc.gov/od/oc/media/pressrel/r061113.htm.)
About Whyville
Whyville (http://www.whyville.net) is the leading educational virtual world
for boys and girls, ages 8 to 15. For eight years, the site has
successfully created an environment that engages children to learn while
having fun. Inside Whyville, "citizens" learn & play, socialize &
recreate, govern & earn, write & design, eat & dance, and much, much more.
Numedeon, Inc., Whyville's parent company, develops virtual worlds that
promote learning through interactivity and engagement. Numedeon's founders
are Caltech scientists, who combined research expertise in neuroscience
with education experience from the internationally recognized Caltech
Pre-college Science Initiative to conceive of an innovative way to harness
the power of the Internet for the purpose of engagement and education. In
formal education parlance, the education in Whyville is designed to be
hands-on, inquiry-based and constructivist, embedded within motivational
settings among peers.