Japanese people have significantly low concern toward environmental issues, so WWF JAPAN wanted to propose a new solution that would allow people to easily think about and make donations toward environmental issues, in their everyday lives.
The idea centered on selfies, which everyone has experienced and are popular via SNS all over the world. The concept was, “This is the kind of selfie they would upload, if wild animals could ask for help.” Against various backgrounds of environmental issues, the project had animals from all over the world upload photos on Instagram with #ANIMAL_SELFIE. The message was, although the selfies are fake, the environmental issues are not fake. The world’s first donation system utilizing the shopping function on Instagram was also developed.
The poster was used at the customs area of Haneda Airport, where illegal imports of wild animals are controlled.