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By Joe Kukura on Apr 27, 2015


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New campaign uses DNA to shame litterbugs

By Barry Eitel on Apr 27, 2015

To celebrate Earth Day last Wednesday, a new campaign launched in Hong Kong that publicly shames litterers by using their DNA. Created by the agency Ogilvy & Mather Group Hong Kong, the concept behind the bold campaign was to put a face to litterbugs, usually thought of as a “victimless” crime. A staggering 16,000 tons of waste is dumped in the Chinese city every day. To garner awareness, Ecozine and The Nature Conservancy joined Ogilvy in creating the science-focused campaign, entitled “The Face of Litter,” to publicize the Hong Kong Cleanup Initiative. DNA collected from litter found in the city is used to create a rough portrait of the probable litterer. Since not all information is available via DNA (such as age), data including where the litter was found is used in creating the profil

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Christa Avampato

Christa is a writer, product developer, and marketing professional. She founded the creative consulting practice, Chasing Down the Muse. Most of her writing lies at the intersection of business, technology, and culture. Her extensive writing portfolio includes features on PBS,, Wise Bread, The Motley Fool, and a series of live blogs from Mashable's Social Good Summit. She is the Founder of content development company Read her personal blog at and follow her on Twitter @christanyc and LinkedIn