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.