Push the Pin was launched as a location based, mobile and web application that enabled users to raise their issues by placing a pin onto a map. Issues raised through the application could be shared across Facebook and Twitter.

To maximise the scale of the application, we enabled feature phone (phones without modern OS) users to register their issues by a missed call or by SMSing the zipcode of their location to a pre-designated number.

Basis the user's zipcode & location, issues were aggregated for each constituency, resulting in a unique report card of issues for each constituency.

Over a 3 month period, over 800000 issues were raised across the country covering 96% of the Electoral Constituencies geographically and 99% of the issues raised from mobile devices. The issues raised from the application were presented to the leading political candidates on prime time television on the CNN IBN news network every week. Women’s Safety emerged as the most pinned issues across the country and the issue was discussed by over 1000 politicians standing in the election.