World Wild Fund is encouraging Facebookers to turn from taking care about virtual pigs, chickens and geese playing FarmVille to giving hand to real endangered animals. The new application of WWF allows social-media addicts contribute to the good cause without even leaving Facebook virtual space by adopting a plethora of favourites or less known animals like Amur leopard, red fox, walrus or dugong (there are more than 100 species to select from).

Sony Europe launched the Open Planet Ideas website in conjunction with global conservation organization WWF. The new web destination is an online community that aims to harness the ingenuity and open innovation out there to help tackle environmental challenges. It encourages members of the public to imagine how today’s technologies could be re-purposed to address environmental issues like climate change, biodiversity and water conservation.