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Helpin was a shoppable Pinterest page where families displaced by Hurricane Sandy could post items they lost in the storm, and anyone could buy those items back for them.
The items were sent directly from Amazon to the families; they didn’t have to wait in line for charities or FEMA to get what they needed.
We used Pinterest in a new way: to bridge the gap between people in need and people who give.
This was a passion project that my partner Estee Mathes and I developed in our spare time while working at Y&R Chicago. We had no CCO, no ECD, no CD, and no brief. It was just the two of us and the idea, and we hustled, calling friends in NYC and family who worked in PR, to get it off the ground. And it worked.
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