The plight of endangered animals is compared with the popular app with the #LastSelfie campaign.

The Danish branch of the WWF, along with agencies UNCLEGREY and 41? 29! has launched a new campaign to raise awareness around the plight of endangered species. #LastSelfie compares the plight of animals including polar bears and tigers with the temporal nature of popular app Snapchat, where the photos only exist for a short time.

The campaign’s message is straightforward. “In a way Snapchat is a mirror of real life. The images you see are transient, instant, unique, yet only live for a few seconds. Just like these endangered animals.” You can check out the WWF spot ‘Don’t let this be my #LastSelfie’ below:

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