Think twice before you litter in Hong Kong, which has resorted to naming and shaming in an effort to clean up the city on Global Earth day.
“The Face of Litter”, a city-wide campaign launched by global marketing communications firm Ogilvy & Mather, uses DNA testing on litter to construct a digital portrait of the perpetrator. Posters of the perpetrators’s face are then plastered around the city and on the internet.
“Litter is such a major problem in Hong Kong,” said Reed Collins, chief creative officer at Ogilvy & Mather Group, Hong Kong. “Thanks to newly available DNA technology we can now put a face to this anonymous crime.”