Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered Animals

The #LastSelfie Campaign Calls on People to Act Using Social Media

Apr 17, 2014, 12:58 ET from Grey

NEW YORK, April 17, 2014 /PRNewswire/ -- The World Wildlife Fund (WWF) and Grey Group ad agencies, 41?29! in Turkey and Uncle Grey in Denmark, have launched a new campaign to raise awareness about endangered and threatened species. The species in focus are tigers, rhinos, orangutans, pandas and polar bears, which could become threatened as the icecaps in the Arctic melt at a high speed.

In order to reach young people and make them act to save endangered species, WWF is using an innovative approach and channel, Snapchat.  The campaign compares the fleeting existence of a Snapchat post to the threat of extinction facing many species.

Images sent through Snapchat can't be saved and can be seen only for a few seconds. Just like real life moments.  WWF has created a series of selfies showing endangered species and calls them the #LastSelfie. These selfies will disappear on Snapchat and young people are expected to share and spread them in social media. The emphasis of this new campaign is to underline that if we don't take action in real life, these species will disappear for real.

The campaign is running in Turkey and Denmark.

People can join the campaign by following the Snapchat accounts of Denmark and Turkey, wwf_dk and wwf_turkiye, respectively. Share what they receive to spread the word and help by supporting WWF on .

See the short film on the campaign.  Download the selfie posters.

About Grey

Grey is the advertising network of Grey Group.  Grey Group ranks among the largest global communications companies.  Its parent company is WPP (NASDAQ: WPPGY).  Under the banner of "Grey Famously Effective Since 1917," the agency serves a blue-chip roster of many of the world's best known companies : Procter & Gamble, GlaxoSmithKline, Diageo, Darden Restaurants, Pfizer, Canon, 3M, NFL, Boehringer Ingelheim, Papa John's, Hasbro, Marriott Hotels & Resorts and  T.J. Maxx.  Grey was named ADWEEK's "Global Agency of the Year" and AD AGE's "Agency of the Year" in 2014 (

Contact: Owen Dougherty




Photo - 
Photo - 
Video -