The World Wildlife Fund hopes you'll be able to see these animals in real life for a long time, not just in pictures.

The World Wildlife Fund hopes you'll be able to see these animals in real life for a long time, not just in pictures.     Photo: WWFDanmark/YouTube

WWF Starts #LastSelfie Campaign

Wildlife advocacy gets Snapchat treatment

In what might be the most intelligent use of the selfie yet, the Danish branch of the World Wildlife Fund is using popular photo-sharing app Snapchat's format to its advantage.

The WFF's #LastSelfie campaign, launched this week, sends snaps—photos that expire after being viewed for between one and 10 seconds—of endangered species with text overlays such as, "Don't let this be my #LastSelfie." The campaign aims to make palpable how easy it is to lose a species.

"In a way, Snapchat is a mirror of real life," the organization writes in this video spot. "The images you see are transient, instant, unique, yet only live for a few seconds. Just like these endangered animals."

The creators of Snapchat hoped their app would make people appreciate being "in the moment," but #LastSelfie's use of Snapchat makes the idea of accepting transience alarming.

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