A clever new Pinterest campaign from UNICEF, aiming to raise awareness for child poverty and the work of UNICEF, adds perspective to the aspiration-filled social network. For many of us who have caught the Pinterest bug, the visual site is a place for giving into our deepest materialistic wants, by creating virtual wishlists of fashion, high-end devices, or home decor. But UNICEF had found a way to go beyond.

According to an article in Mashable… “The fictional Pinterest profile of Ami Musa, created by UNICEF, features the less-than-luxurious desires of the 13-year-old girl from Sierra Leone, on a board called “Really want these.” Instead of scrumptious-looking dessert recipes, Musa has pinned an image of hands holding plain rice. Rather than an artfully tiled hot tub, Musa has pinned a rusty faucet.

“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.

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