There are two rules to keep in mind when attempting to spread the word about a noble cause. No. 1: Have a noble cause. No. 2: Adopt an adorable animal as your mascot.
The people at Greenpeace USA are leading a campaign against the federal coal leasing program, a program that expedites climate change and may put some of our national parks at risk. It's a cause worth paying attention to—one that would qualify as noble.
Now, as to the second criterion? Meet one of Glacier National Park's resident marmots, in a fortuitously-timed GoPro selfie.
The video above—which was captured during the filming of a timelapse video intended for a related package—shows a marmot approaching the stationary GoPro suspiciously, before, as Greenpeace puts it, he "decided to give the best photobomb in Greenpeace history."
It's an undeniably cute moment, but one with a message. In the words of Greenpeace online campaigner Dawn Bickett: "This marmot took a minute out of its busy day to show us some love. It’s time for us to do the same. Global warming is shrinking marmot habitat—alpine tundra. Help protect his home from climate change."