Ad agency, Ogilvy & Mather has come up with an ingenious method to curb littering in the streets of Hong Kong. By using the DNA lifted off the litters and Snapshot DNA phenotyping, they’re now recreating the faces of the litterbugs.
The campaign, known as ‘The Face of Litter’ was formulated after Hong Kong Clean up, Ecozine and the Nature Conservancy joined hands for the same cause. The campaign was launched on Earth Day and will be targeting key locations. Using the DNA, visual representations of the litterbug will be created and put up across the city and online. This gives a warning call to other litterers too.
[quote text_size=”small” author=”Reed Collins” author_title=”Chief Creative Officer Ogilvy & Mather Group Hong Kong”]
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.
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Check out the video below that explains how the whole procedure works:
Overall, the country has been battling the problem of pollution for a long time. Each year, 300 million tons of waste gets generated. This initiative may seem small, but it is a start.
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