Mass tourism is rising very fast (1.4 billion travellers, +6% in 2018), causing lots of damages to natural sites previously untouched and protected. Instagram has its responsibility.

When users geolocate idyllic places, off the beaten track and unknown from the public, they lead tourists to invades natural sites, causing serious harms to environment and local biodiversity.

So the objective was to create awareness and give people the opportunity to have less impact on the environment when they travel.

WWF created the first generic geolocation beacon ever : "I PROTECT NATURE".

A militant geotag to protect the environment and create a unique space of expression to raise awareness, twisting our social media behavior. On instagram when people wanted to geotag themselves they had the choice to tag "I protect nature" to avoid giving their exact location to their followers. And so to avoid that people come to pollute the site they like.

WWF created the first generic geolocation beacon ever : "I PROTECT NATURE".

A militant geotag to protect the environment and create a unique space of expression to raise awareness, twisting our social media comportment. On instagram when people wanted to geotag themselves they had the choice to tag "I protect nature" to avoid giving their exact location to their followers. And so to avoid that people come to pollute the site they like.

On Instagram when people wanted to geotag themselves, they had the choice to tag "I protect nature" to avoid giving their exact location to their followers. And so to avoid that people come to pollute the site they like.

Results : An invitation for all 1 billion monthly Instagram users to take concrete action against mass tourism and plastic pollution.

+ 7.9 millions impressions

+ 1.7 million reach

Total audience : 773 millions of people

For 0€ invested