Over the past year, numbers of unique Pinterest users have grown from 700,000 to 20,000,000. And for most of those users, personal pin boards have become aspirational scrap books full of materialistic wants and needs. Photos of cakes and dream homes sit next to palm-fringed beaches, golden sunsets and perfect table settings.
In a stroke of genius marketing, UNICEF have turned the platform on it’s head to raise awareness of child poverty and to highlight the charity’s hard work.
The fictional Pinterest profile of Ami Musa, features the less-than-luxurious desires of a 13-year-old girl from Sierra Leone. On her board “Really want these” she has pinned an image of hands holding plain rice, a bucket full of water and a bar of soap.
“We wanted to shake things up a bit in a way that’s very specific to Pinterest, by taking what it’s known for — being a wishlist — and turning it on its head,” Jeremy Garner, executive creative director at Weapon7, the UK-based creative agency told Mashable. “It’s trying to use Pinterest in a way thats very thought provoking and poignant, since this girl is pinning the basic essentials of life.”
Each pin links to a page soliciting donations for UNICEF’s work providing clean drinking water, food and shelter to children in need throughout the world.