"Startling UNICEF Pinterest Campaign Turns Platform on its Head" - Mashable

Objective

Raise awareness about extreme hardships children face around the world, especially in the poverty stricken area of Sierra Leone.

Concept

Hijack Pinterest, a place where we pin our needs and wants of perfect pretty things. We created a board for Ami Musa, a real girl from Sierra Leone and things that she wants. 

Results

Within a week Ami Musa became famous on the internet and had thousands of followers on Pinterest. Her pins were pinned over 2,000 times and repinned even more.

The multitude of donations UNICEF received from this campaign went to help children in Sierra Leone. 

board.png
 

Credits:

Client: UNICEF
Art Director: Janelle Feliciano
Copywriter: Darren Searle
Creative Directors: Anthony McGinty & Jason Cascarina
Executive Creative Director: Jeremy Garner

Awards:

The One Show: Shortlist, Interactive
Creative Showcase: First Place, September
Lovie Awards: Best Use of Social Media for Good
Europe Cristal Festival: Emerald Award
RevAwards: Highly Commended
Creative Showcase: Grand Prix
Creative Circle: Shortlist
Social Buzz Awards: Best Use of Pinterest