The new promotional campaign by Pinterest gets the company to draw further away from its social network roots by positioning Pinterest as a more optimistic space, beyond judgment and criticism plaguing those other apps.
Pinterest shares,
"Developed in partnership with UK award-winning creative studio, Uncommon Creative Studio, the campaign introduces Pinterest as the inspiring anti-don't where people go to do."

Really hate weak puns like that. I don't know who, in what board room came up with that 'anti-don't' wording, but if you were ever doubting your own campaign creative, take heart in the fact that this is the best that Pinterest, a multi-million dollar company, could come up with.

Dopey terms aside, it's interesting, and it does make a case for Pinterest as more creative and experimental.
But again, I'm not sure how well that will translate to actual usage.

As mentioned earlier, Pinterest has been trying to get away from the tag of a 'social network' for years and prefers referring to itself as 'a catalog of ideas' or similar. It is also less of a social media platform than the other applications as it emphasizes more on the content itself-more so on products, rather than interpersonal engagement and community.

Really, Pinterest is simply a UI-driven electronic shopping mall, reflecting the latest in innovative, creative products coming from retailers small and large. The diversity of listings is what makes the application valuable, but if that makes it a more open space for freedom of expression, I'm not sure.

Running across US, UK and Germany on TV, cinema and streaming, Pinterest has a related tie in with World Mental Health Day, October 10th, its a live, interactive installation in New York 'that takes on one of those inner saboteurs'.
More to follow on that.