Love it or hate it, you can't deny Pinterest is all about want. What you want to buy, what you want to wear, where you want to visit, what you want to eat, what you want to do. And brands have capitalized on that want like flies on poo.
So, it's a nice change seeing Pinterest being used as a platform for giving to those in need, with Y&R's Helpin.it campaign. Each board set up is dedicated to one family who lost almost everything in Hurricane Sandy. And each item links to an Amazon registry so people can buy them what they need.