To tackle with the low concern toward environmental issues and low donations per household (only 1/108 of western countries), WWF JAPAN offered a new way to allow Japanese people to think about the environment and make donations easily. The idea centered on selfies, with the concept: This is the kind of selfie they would upload, if wild animals could ask for help. Against environmentally un-photogenic backgrounds, photos of endangered animals from all over the world were uploaded on Instagram #ANIMAL_SELFIE, allowing direct donations.
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