National Geographic art director Silvio Medeiros teamed up with Diomedia Stock Photos Brazil in a brilliant new ad campaign that not only makes you concerned about wildlife, it also restores some faith in humanity.

“The whole idea is to show people that even during selfies and Instagram fever, decent images can still be produced,” Medeiros said.

While we already knew that we preferred a duck taking a selfie to that awful duck face selfie, it’s good to be reminded that social media can still inspire social good.

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[via Designboom]