The Face of Littering – Hong Kong’s Public Shaming Campaign

[su_heading size=”22″]A new campaign called ‘The Face of Litter’ has been launched in Hong Kong. It is a cautionary tale like no other.[/su_heading]

A new campaign called ‘The Face of Litter’ has been launched in Hong Kong as a scientific prescription for the ‘epidemic’ of littering.  This time officials have chosen to dodge the usual route of a simple warning and will instead use DNA phenotyping to help put a face to litterbugs.

Launched on Earth Day, the campaign will high litter areas in Hong Kong to create a visual representation of the person who litters using their DNA data. They will then produce large posters of the litterbugs that will be put up across the city and online, with the intent to a create awareness among other would-be litterers.


Reed Collins, Chief Creative Officer Ogilvy & Mather Group Hong Kong, is responsible for developing the campaign.

“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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