Pinterest has over 11 million users, pinning ‘wishlists’ of everything from designer fashions to must-have gadgets. We spotted an opportunity to shake up this community.

We created the profile of a 13 year old girl from Sierra Leone and filled her board with much more urgent needs - food, water and a decent education.

Visit the board pinterest.com/AmiMusa/really-want-these


Each item was repinned over 100 times, exposing the campaign to 3,673,268 Pinterest users (and counting...)

The campaign generated a huge amount of coverage, on sites such as Mashable, Fast Company, Hello You Creatives, AdRants, Figaro Digital, Lovelyish and the Guardian.