The mission of the non-profit, non-political initiative by business partners
Christian Schoyen and Christin Tellefsen is to re-educate people in poverty, with focus on young adults with new values and core beliefs, to help them become productive members of society. The main target group are the 15 million children in the US that lives below poverty line. According to the Census Bureau this translates to 1 in 4 of all children. Modern psychology teaches us that 85% of someones conditioning takes place from birth to age 12, which means change of life path is close to impossible after this age, as the programming is then fixed. With this A SECOND LIFE focus on the group reaching the children in poverty, rather than the parent as they have a greater chance to break free to a new life path. Through financial contributions, free seminars and distribution of the life manual; A SECOND LIFE, which is a part of the Carl Jung inspired LIFE ideology, the goal is to provide the neccesary support for those struggling.

The A SECOND LIFE initiative is a part of Schoyen and Tellefsen’s case study in human behavior and predictability titled; CAN PEOPLE CHANGE?, as well as founded in the large group of Americans struggling, who has been deserted by the politicians. The problem affects everyone, both those in poverty (+40 million) and those in middle class paying bill, through higher taxes. The yearly financial cost of poverty is estimated to $1 trillion (half of this amount, children in poverty). Helping children in poverty is a moral as well as financial responsibility that causes a big burden on society.

Inspired by the PAY IT FORWARD movie/ movement, it was decided to use the same basic idea to reach out to as many Americans as possible, with each person who either read the life manual; A SECOND LIFE - If your life is messed up it's not your fault, that was printed or the free download to pass it on to the next person. After kicking off a national television campaign on CNN and TNT in early 2010 reaching over 40 million people and conducting the Awakening Tour more than 40,000 people have to current read the Life Manual, a number which grows every day.

Schoyen and Tellefsen's core beliefs are that everyone deserves a second chance at life and has the ability if reached at young age (0-12 years old) to improve their circumstances if they are given the correct information/ education and have a positive, nurturing and prosperous environment with to support them every step on the way. They further believe that that the children are the future and the re-rising of America is about accessing the internal strength of the American people.