Y&R Midwest is trying to steer Pinterest users toward charitable shores, possibly because they're sick of them posting only about food and lingerie. Y&R's idea, called Helpin.It, is a set of Pinterest boards set up for families who lost almost everything to Hurricane Sandy. Each pin links to an Amazon registry where that particular item can be bought and sent directly to the family. The idea was inspired by BBH's work for the African Medical Research Foundation, and I hope it catches on enough to be extended to more victims of Sandy and other disasters. New Orleans could still use a little help, for example.