DNA Profiling Is Helping To Publicly Shame Litterers In Hong Kong

The Face Of Litter - Campaign The Face Of Litter - Campaign The Face Of Litter - Campaign

A smart new campaign launched on Earth Day (April 22) in Hong Kong has ambitious plans aimed at changing the littering epidemic the city is facing. Called ‘The Face of Litter’ and developed by The Hong Kong Cleanup, in partnership with Ecozine and The Nature Conservancy, it is a multi-media attempt to curve people’s messy habits. Groups of scientists have targeted certain areas around the city, and with the help of DNA phenotyping and specialized software, an image of the litter culprit is developed. Then by considering the type of litter found, and where in the city, an even more accurate description of the person and their demographic can be developed. The faces of the guilty litterbugs are then displayed around the city, in different bus stops, on billboards and on social media.

By publicly shaming people who drop their rubbish, The Hong Kong Cleanup hopes to drastically change their citizen’s habits. China and Indonesia are among the top polluters around the world, and now many people are acting to change this sooner rather than later.

95 per cent of marine refuse in Hong Kong comes from local sources, with over 80 per cent originating from land-based activities. Additionally, more than 70 per cent comprises plastic and foam plastic items. (Source)

Lisa Christensen, Founder and CEO of The Hong Kong Cleanup, says:

We are thrilled to be part of this innovative campaign, which is sure to have a positive impact on people and the community. Last year, during the six-week Hong Kong Cleanup Challenge, 418 teams comprising 51,064 participants, collected a total of 3,894,000 kilograms of litter from city streets, coastal area’s and country trails. Sadly, we suffer from a serious ‘pick up after me’ mentality, and this simply must change. (Source)

Via The Creator’s Project

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