The WWF created memes of the world’s most dangerous animals and tagged each on Snapchat as the #LastSelfie, and then showed them disappearing during the course of the 10-second snap. Before disappearing, the image asked for help and encouraged sharing of the snap, adopting the animal, or donating through SMS.

The campaign generated extensive media coverage and buzz on social media and helped WWF reach their month-long donation target in just three days.