It’s no surprise that people enjoy taking a good mirror selfie. But what if saving a selfie could also save the Earth?

Instead of traditional posters, Greenpeace, a Canadian non-profit environmental organization, installs numerous acrylic mirror (PMMA) billboards around the city where passersby run into their own reflection, asking variations of an age-old question with a twist: “Mirror, mirror on the wall. Who’ll save the planet from us all?”

When they pull out their phones to take a cute mirror selfie (as one does), their cameras will automatically scan the QR code, urging them to check out the Greenpeace website.