This innovative awareness campaign can be very effective in preventing littering on the streets.
Every day in Hong Kong, more than 16,000 tons of waste are dumped on the streets and public spaces
That is why the environmental organization Hong Kong Cleanup, together with The Nature Conservancy and the Ecozine portal, have carried out this awareness campaign against “littering” on the streets of Hong Kong.
In the campaign video, the activists show how they will use science to publicize the appearance of people who litter in the city.
Can they really create a picture of you from a candy wrapper you tossed on the sidewalk?
To determine the profile of the people who dumped waste in the streets, the DNA that they have left in gum, cigarette butts or drink cans is obtained.
Then, a statistical analysis of robotic portraits of people registered is carried out with the help of other data regarding the place where the garbage was located.
And as if this were not enough, in addition to finding the culprit, the advertising agency Ogilvy & Mather Group is responsible for making public the image of the "culprits" in bus stops, shop windows, the media and various social networks.