Stunning landscapes dominate Instagram feeds, captivating office workers and couch potatoes alike. We've all scrolled through breathtaking photos and envied travel bloggers who visit these paradises.
Yet these idyllic scenes are increasingly turning into nightmares. WWF France, partnering with agency TBWA, launched the hard-hitting #TooLatergram campaign to alert globetrotters to pollution's growing toll—and other environmental threats.
To amplify the message, they recruited nine influencers with tens of thousands of followers each. Their challenge: Share postcard-perfect, geotagged photos on Instagram of spots like Australia's Great Barrier Reef, Guyana, Mont Blanc, Sumatra, California, Henderson Island, Brazil, northern Svalbard, and the Yangtze River. These flawless images? Expertly retouched.
Days later, the unfiltered reality hit, paired with this urgent caption: "Unfortunately this place doesn't look like this anymore: #TooLatergram. But let's save the places that can still be."
Watch the video to witness these treasures ravaged by pollution, climate change, deforestation, and ocean acidification. Using Instagram—the ultimate travel network—this initiative rallies millennials to safeguard the planet for generations to come.
