Supermodel Lily Cole is preparing to launch what has been described as an “altruistic social network”, which will encourage people to “gift” skills and services.
The site has been called Impossible.com and aims to create an alternative gift economy that will build communities in local areas through goodwill, with people offering their skills with no expectation of financial reward or reciprocation.
The scheme has been backed by Wikipedia founder Jimmy Wales, and will initially run for Oxford and Cambridge students before being launched worldwide.
Cole said of the service: “It's the basis for an economy not based on money. Impossible will facilitate that via social media."
She continued: "I have a suspicion that there is something in people that might respond to this way of interacting with one another that it could bring a huge amount of social value."