Social Campaign Reveals What Nature Could Look Like Without Human Damage

Social Campaign Reveals What Nature Could Look Like Without Human Damage
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The World Wildlife Fund enhanced photos from nine travel influencers, removing trash or deforestation to drive home a point about the ravages of modernity

Catherine Ollinger
  • 11 april 2018

The World Wildlife Fund‘s #toolatergram Instagram hashtag took the opposite approach to raising awareness of environmental damage caused by humans by showing viewers digitally cleaned-up versions of polluted and cluttered locations. Using photos from nine popular travel influencers, the WWF repopulated deforested areas with greenery, removed trash from lakes, colored in faded coral reefs and eliminated construction equipment from scenes, rendering them idyllic once again and attracting viewers to appreciate the beauty of nature without humanity’s damaging activities.

Only afterward did the WWF reveal the reality of the scenes, underlining the extent to which issues like pollution and climate change have already altered our environment. Made in partnership with ad agency TBWA Paris, this unconventional approach to raising awareness relied on emphasizing that the consequences of anthropogenic activity are already severely affecting the planet and beauty has already been lost, spurring people to address them now before it really is too late.

A post shared by WWF France (@wwffrance) on

World Wildlife Fund | TBWA Paris

The World Wildlife Fund‘s #toolatergram Instagram hashtag took the opposite approach to raising awareness of environmental damage caused by humans by showing viewers digitally cleaned-up versions of polluted and cluttered locations. Using photos from nine popular travel influencers, the WWF repopulated deforested areas with greenery, removed trash from lakes, colored in faded coral reefs and eliminated construction equipment from scenes, rendering them idyllic once again and attracting viewers to appreciate the beauty of nature without humanity’s damaging activities.

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