"It’s time for the tiger selfies to go," the company wrote last week, just before International Tiger Day. "More often than not, these photos take advantage of beautiful creatures that have been torn from their natural environment. Wild animals deserve to live in the wild ... We are looking to you, as part of our Tinder community, to make a change."
Tinder, prompted by PETA, incentivized people to take down their tiger selfies: "We will make it worth your while by donating $10,000 to Project Cat in honor of International Tiger Day," the company said, and urged users to join the conversation with #NoTigerSelfies and tag friends. The company also suggested replacing a tiger selfie with a picture that actually exhibits a love for animals and the environment, like planting a tree, walking to work instead of driving or volunteering at an animal shelter.