HONG KONH: The Hong Kong Cleanup, in partnership with Ecozine and The Nature Conservancy, is launching a science-based innovative awareness campaign to tackle the city’s growing problem of litter.
The citywide campaign, developed by award-winning PR partner Ogilvy, will see DNA extracted from selected pieces of litter and used to identify the facial structure of the litterer.
The images will be shown from various points across the region on multiple media platforms, including MTR, bus shelters, social media and print media.
The technology combines work from US-based research centres and advanced Snapshot™ DNA phenotyping.
The data is used to create a visual representation of the person who has littered and is then combined with demographics based on the type of litter and where it was collected, to determine the approximate age of the litterer.
The images will be used to shame litterers and it is hoped the campaign will be enough to deter people from dropping waste in the future.
Lisa Christensen, Founder and CEO of The Hong Kong Cleanup, said: “We are thrilled to be part of this innovative campaign, which is sure to have a positive impact on people and the community.
“Last year, during the six-week Hong Kong Cleanup Challenge, 418 teams comprising 51,064 participants, collected a total of 3,894,000 kilograms of litter from city streets, coastal area’s and country trails. Sadly, we suffer from a serious ‘pick up after me’ mentality, and this simply must change”
“Last year, during the six-week Hong Kong Cleanup Challenge, 418 teams comprising 51,064 participants, collected a total of 3,894,000 kilograms of litter from city streets, coastal area’s and country trails. Sadly, we suffer from a serious ‘pick up after me’ mentality, and this simply must change.”
