The Internet can go from promised land to hell hole in a quick minute. We the people who spend way too much time scrolling and clicking through the digital morass (in order to find meaningful connections, community, and an audience) know this to be true. Academics, doctors, and journalists know it to be true. Even Facebook, like alcohol and tobacco companies before them, knows its product is dangerously addictive.
But it’s surprising to hear the admission straight from one of the horse’s mouths.
Andréa Mallard, Pinterest CMO, said, “Our latest campaign highlights how Pinterest is a different side of the Internet, where you can focus more on doing and less on viewing, where you can find what you love and forget about likes, and where you can plan your life and try something new, free of judgment.”
The platform’s new campaign was developed in partnership with Uncommon Creative Studio, and the single-take cinematic films were shot by director Kim Gehrig.
Lucy Jameson, Co-founder at Uncommon said, “We want brands to play their part in the biggest conversations in our society. One of those ‘big conversations’ is about the toxicity of much of the internet and what to do about it.”
Escape the Doomscroll in NYC
In the run-up to World Mental Health Day on October 10, Pinterest will showcase a live, interactive installation in New York City that takes on one of the worst inner saboteurs, Doomscroll. “Escape the Doomscroll with Pinterest” takes place from Oct 7-9.