http://www.justforthis.com/

#LastSelfie, spearheaded by the WWF (World Wide Fund for Nature), won the Webby Award for Best Social Media Campaign of 2015. Moreover, it demonstrated the perfect example of the idea of “medium is message.” Its goal was first and foremost to increase awareness of endangered species among Millennials, and then increase donations towards the conservation and protection of those endangered species. The WWF knew that its campaign’s selected platform would be crucial to the campaign’s overall success in effectively reaching its target audience. Snapchat, a popular photo and video sharing app among Millennials across the globe, gains its uniqueness from the feature that is: that photos sent to friends will disappear after a maximum of 10 seconds (unless a screenshot is taken). 

How did #LastSelfie use this to achieve its message? Two ways: 1. the WWF effectively juxtaposes the triviality of our goofy selfies with the grave issue of endangered species and their imminent extinction, and 2. the WWF emphasizes the alarming rate at which endangered species are disappearing (within seconds), and that time is running out. #LastSelfie is extremely successful because it captures and grabs onto attention, forces itself into our awareness, and inspires urgency to act.

Website: http://www.justforthis.com/

Main article: http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/