World

Use DNA to name & shame litterbugs

What if we treated litterbugs like criminals of other more serious crimes - and collect their DNA samples to identify them?

Environmental group Hong Kong Cleanup did just that to highlight the problem of littering in the territory.

They created face composites based on the results and put up wanted posters around the city.

 

Advertising company Ogilvy and Mather thought up the campaign, called The Face of Litter.

Its chief creative officer Reed Collins said a total of 27 face composites were created from 24 DNA samples taken from litter.

Volunteers also donated three controlled samples, South China Morning Post reported.

Hong Kong Cleanup co-founder Lisa Christensen said the campaign's purpose was not to shame the individuals, but to "make people think twice about littering".

She said:

"Sadly, we suffer from a serious ‘pick-up-after-me’ mentality, and this simply must change."

The group added that the campaign has been widely shared on social media.

Watch the video here:

 

Sources: South China Morning Post, RT, YouTube

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