HOW AI CONFUSION HELPED US HIGHLIGHT ENDANGERED SPECIES HOW AI CONFUSION HELPED US HIGHLIGHT ENDANGERED SPECIES

With AI on the rise, distinguishing between real and fake content becomes increasingly difficult.

Idea

Meta introduced an “AI Info” label to help clarify 
AI-augmented posts, yet it often left users even more confused.
By integrating Meta’s label into WWF’s social media content, we could engage people while highlighting a stark reality: if current extinction trends continue, some animals may one day exist only in artificial forms.

Execution

To raise awareness, we created a series of posts featuring six endangered animals. Each post was designed to trigger Meta’s AI label. We also added our own “Extinction Info” label below, drawing attention to human impact on the survival of these species. 

Website

The posts directed users to an interactive quiz — “AI or Real” — where they had to distinguish between real animal photos and AI creations.

Results

In just three weeks, over 2,700 people subscribed to the newsletter — more than three times the total from the entire previous year.

And even without a dedicated PR budget, local media covered the campaign and interviewed WWF.