In 2017, Rhett Barker and his friends needed a way to stay in touch after graduating college. They were ecology majors, and meme groups were in vogue, so they created Wild Green Memes for Ecological Fiends on Facebook.

It began as a place to share silly nature-centered memes. The jokes were comically esoteric: about, say, the scientific name of a rare wild feline or the bites of Brazilian wandering spiders. You needed to know the science to laugh.

In spite of this — or because of it — the group attracted hundreds of thousands of fans from around the world. Now the group is a sprawling ecosystem of memelords with a “relentlessly optimistic” take on the natural world. Rhett decided to put the group’s popularity to good use. The results were overwhelming.

Endless Thread examines the psychology of conservation online and how people are using hope, fear, and humor to repair the planet.