The Campaign

We collected trash from the rivers, shot and turned them into eye-catching photographs. We then flooded thousands "Pintrash" photos on Pinterest, exactly how people did to our rivers. When users click on the images, a call to action message leads them to Pintrash, a site where we expose where these trash came from. To help save the rivers, we urge users to register as a volunteer in our river cleaning projects. For each completed registration, a trash photo will disappear from the site, just like cleaning up the rivers. The more volunteers we got, the more trash will be removed.

Creative Execution

We collected trash from the rivers, shot and turned them into eye-catching photographs. We then flooded thousands of Pintrash photos on Pinterest, millions on photo were then shared across social media via Pinterest. Thousands of Pinterest users clicked "Help" and registered as volunteers on Pintrash website. Number of volunteers raised significantly within 1 month.

The campaign caught the public's attention. The result: Thousands of “Pintrash” photos were shared. Number of volunteers and awareness raised significantly. With lesser trash in the rivers, the people are now healthier and happier.

Indonesia has the world's third largest number of Pinterest users. They love to find their interests on Pinterest and share it with the world. Tapped into this social media platform, we flooded Pintrash photos on Pinterest and engaged with Pinterest users directly. User then click "Help" the photo leads user to Pintrash website where he/she can register as volunteers directly.

Insights, Strategy and the Idea

Indonesia has the world's third largest number of Pinterest users. They love to find their interests on Pinterest and share it with the world. Our Strategy: Make them find and share our interest – Rivers of Trash. We launched Pintrash, an online crowd sourcing project that save Indonesia’s rivers and her people.