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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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Debbie Nicholson

Author Debbie Nicholson, PhD, MBWP, Cht, resides in Michigan. Her first two books of her Love And Laughter series are available on Amazon Books along with others. Ms. Nicholson who writes alternative medicine, women's health, children's health, holistic health and mental health articles and reprints of her writing are seen throughout the web. Ms. Nicholson is also a Mind, Body, Wellness practitioner and Hypnotherapist at A & L Chiropractic Center Farmington Hills, Michigan. She is also the editor of Cherokee Blessings Magazine She provides various therapies including reflexology, reikki, and food medicine She is available for free consultations.