"Tatzoo" represents an example of social media driven youth engagement. The concept was conceived by former Citizen social media director Molly Tsongas to address the pressing issue of species extinction and biodiversity loss. In our lifetimes, one third of all animals and plants could be lost forever. Tatzoo is about wearing species protection on your sleeve. The challenge, aimed at youth, is simple - engage 100 people in the course of 100 days to help save local endangered species in your area. The novel effort is helping the Audubon society engage with the next generation of activists by making conversation creative, current and fun.