DNA Busts Litter Louts

A new technology is now being used to identify and shame litterbugs.

15:41 22 May 2015

Litterbugs in Hong Kong will be publicly shamed with e-fits on billboards using a technology that analyses DNA. The FACE of Litter campaign has been launched by Ogilvy & Mather Hong Kong with the aim to eliminate or at least minimise litter in the Chinese City. 

 

The group said that 16,000 tons of waste is dumped in Hong Kong everyday. 

 

Using DNA technology, the group will be able to recreate the faces of litterbugs which are then projected onto electronic billboards. 

 

Reed Collins, Chief Creative Officer at Ogilvy & Mather Group Hong Kong, 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 newly available DNA technology we can now put a face to this anonymous crime and get people to think twice about littering."

 

Meanwhile, Lisa Christensen, Founder and CEO of The Hong Kong Cleanup said: "Sadly, we suffer from a serious 'pick up after me' mentality, and this simply must change."