Sustainable Brands Issue in Focus
Sponsored by:
CHANNELS    |    Behavior Change      Leadership      Products & Design      Supply Chain      Marketing & Comms      New Metrics    |    MORE

Beautiful Then, #TooLatergram Now: Photos Compare Former Glory to Current Reality

The Great Barrier Reef was one of the locales featured in WWF’s #TooLatergram photo series. | Image credit: WWF/@guiruch on Instagram

Is there any better platform than Instagram to turn the jealousy of wanderlust into environmental awareness? Followers scroll through the feeds of travel influencers, admiring the photos of scenic destinations and express their enjoyment with a “like” and their envy in the comments. The World Wildlife Fund (WWF) and ad agency TBWA\Paris saw this as an opportunity to highlight how many beautiful places are being lost to pollution, clear-cutting and other forms of environmental destruction.

For their aptly named #TooLatergram campaign, WWF and TBWA\Paris partnered with nine popular Instagrammers who posted photos of scenic locales around the world, only to reveal that the landscapes now look much different.

The Instagram influencers each posted a perfectly picturesque snap one of the WWF’s Priority Places, and used the image carousel feature to add a second photo of the location’s sad current reality. The reveals were accompanied by captions such as “Unfortunately, this place no longer looks like that… #TooLatergram #WWF  Dams, pollution, and habitat destruction all threaten the health of the Amur-Heilong Basin. In addition to local pressures, this fragile ecosystem is imperiled by the international demand for timber, energy and animal products. Together we can act before it’s too late.”

The Instagram posts received thousands of likes and shares. “It became obvious IGers were the most powerful media to reach millennials about a subject already treated in traditional media,” Jacquelin Guillaume-Duverne, creative director of TBWA\Paris, told Adweek. “The campaign traveled the world without any translation.”

Among the featured locales were the Indonesian island of Sumatra, which is struggling with pollution and deforestation; the eastern South Pacific’s Henderson Island, which is believed to have the highest density of anthropogenic debris recorded anywhere in the world thanks to its proximity to the Pacific Gyre; and Mont Blanc in the Alps, where animals such as ibex, wolves, lynx and birds of prey are threatened by urbanization, tourism, dams and climate change. The campaign website provides more information on the 35 priority areas for WWF-France, the environmental threats they are facing, and what WWF is doing to help.

Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]

  Sign up for SB Newsletters
Get the latest personalized news, tools, and virtual media on a wide range of sustainable business topics in your inbox.


User login



Most Recently Viewed in the Library

[Audio] [Slideshow] [Tool]
Daniel Aronson
Deborah Stern
John Williams
Reed MacMillan
Emma Stewart
Jo Confino
Chip Giller
Joel Babbit
Aman Singh