24 April 2015

Anti-Littering Campaign Traces DNA To Shame Culprits On Posters

[Click here to view the video in this article]

If litter could be traced back to their litterbugs, would it alleviate the problem?

Putting a face to the littering offence is sustainable lifestyle magazine Ecozine and The Nature Conservancy in its citywide campaign, the ‘Hong Kong Cleanup’.

Together with marketing communications agency Ogilvy & Mather Hong Kong, an innovative and unconventional approach is used to tackle the issue of haphazardly leaving one’s waste and junk around.

Called ‘The Face of Litter’, the concept involves analyzing the DNA on a piece of litter and creating a visual mockup of the culprit. These faces will then be inducted into the hall of shame as they are printed onto posters gracing the streets of Hong Kong.

Ogilvy & Mather Hong Kong’s chief creative officer, Reed Collins, said, “This campaign is one of a kind. It’s interactive. It’s innovative. It’s our own science experiment that we’re using to create social change. Litter is such a major problem in Hong Kong, and thanks to technology, we can now put a face to this anonymous crime and get people to think twice about littering.”

Check out the video below:

[via Laughing Squid, images via Ecozine]