Every day, 16,000 tons of waste is dumped in Hong Kong. Despite heavy penalties, littering remains a citywide problem. On 22.4.2015, Global Earth Day, our objective was to create Social Change, raising awareness around the problem of litter in Hong Kong, and ultimately change this behavior. In advance of Earth Day, litter samples were collected from high traffic areas. Samples were sent to Parabon NanoLabs, where DNA was extracted and analyzed - creating an exacting genetic profile. One piece of information that DNA cannot provide is age. Partnering with city ordinance and media agencies – we collected profiling information about the age of people relevant to each sample (i.e. Gum consumption is highest amongst adults aged 18-34 years), this allowed us to create the most accurate profile possible. Launching on Earth Day, the facial composites appeared as posters in outdoor locations surrounding high traffic areas, digital screens in MTR stations and back at the exact site collection, the scene of the crime. Social media was included to support the campaign online – creating the ultimate name and shame campaign, reaching more than 3.9million people across Twitter and Facebook.

This was a fresh approach to promoting a greener Hong Kong – as littering has always been seen as a faceless crime, someone else’s problem, and not really something to worry about compared to the greater other conservancy issues. The campaign communicates to people in the areas they are already littering, playing into the country’s inherent public-mindedness. This reminded Hong Konger’s that the safe, successful, globally admired city they have built is being ruined by littering.

During a 14 day period, social media reached 3.9 million people across Twitter and Facebook, with the educational video having a total 827,546 views. The response from the public has been immense with the campaign spreading outside of Hong Kong into South East Asia and as far afield as the USA and Brazil, with an earned media value of HK$5million.