WWF's #TooLatergram Campaign Reveals Devastating Effects of Pollution

In an era where Instagramming your vacation is just as important as travelling itself and social media feeds are always brimming with beautiful scenery from around the world, WWF takes a look at some places that aren't so photogenic anymore.

#TooLatergram is a unique campaign by TBWA Paris for the World Wildlife Fund that uses social media to call people's attention to the pollution that is destroying the world's ecosystems.

The initiative brought on board popular Instagram travel bloggers, who posted scenic photos of a lush landscape or seascape - with the environmental damage photoshopped out. Naturally, followers of the blogs commented on the beautiful pictures, like a colourful Great Barrier Reef, a beach in Thailand with crystal-clear water, and green mountains in Romania. So when the Instagrammers revealed the 'real' images of the landscapes, which were filled with machinery, trash, deforestation, and dead vegetation, it caught people's attention.

Check out the case video below:

Although everyone should be concerned about the well-being of our planet for future generations, #TooLatergram speaks specifically to the young people who will be spending the most time on this planet. With the use of Instagram influencers as an advertising mechanism, WWF was able to reach millennials that already have participated in countless movements and protests, and becuase they grew up learning about climate change and sustainability, they are more likely to be a force for change.

The goal of this campaign is to spread awareness about the already-devastating effects of industrialization, over-farming, and general disregard for the environment, and its message is delivered in a way that makes these stories of pollution a reality for those on social media, which has a powerful effect. As the tagline goes: "We must rise before the tide does."

For more information, check out the WWF website.