For most Pinterest users, their experience of the social visual site usually revolves around collecting and curating a rich selection of imagery – more often than not of beautiful products that are coveted and desired. But while luxury fashion and interior products dominate the homepage, international charity Unicef is using the site to raise awareness of child poverty.
A fictional Pinterest profile set up by Unicef for ‘Ami Musa’, a teenager from Sierra Leone, profiles basic items such as food, water and hygienic products on a board titled ‘Really Want These’, in the same way a more affluent teenager might profile designer handbags, tattoos and shoes.
Jeremy Garner, executive creative director at Weapon7 – the UK-based creative agency behind the campaign – told news site Mashable: “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 wish list – and turning it on its head.”
The clever campaign links to donation sites and will be able to tap into Pinterest’s millions of active users. However, it also inadvertently criticises the self-involved and materialistic pinning habits of users, potentially putting them off.