In recent days, Hong Kong has been posting robotic portraits of polluters on large billboards. A shock campaign to fight against waste in the streets.
The face of polluters displayed in the street! The idea may seem extreme, but it will nevertheless see the light of day in China. More precisely in Hong Kong, with its 7 million inhabitants, where an unusual environmental campaign (“The Face of Litter”) was launched on April 22, “Earth Day”.
Digital faces on billboards
Given the magnitude of the accumulation of rubbish in the streets of the megalopolis of southeast China, this initiative targets polluters, especially those throwing their waste of all kinds, including cigarette butts, in the streets from the city. The idea came from environmental organizations: Hong Kong Cleanup, Ecozine, The Nature Conservancy, and the advertising agency Ogilvy.
Recently, the digital faces of polluters have been displayed on large advertising panels in the main streets of the city, on social networks or in local newspapers.
The DNA of cigarette ends
It is thanks to the DNA present on the cigarette ends or chewing gum recovered in several points of the city, known for their filth, that scientists were able to establish robot portraits of offenders. To do this, they crossed the results collected with the geographic and sociological data of the place where the rubbish was found.
“We are delighted to be part of this innovative campaign, which will have a positive impact on people and society,” says Lisa Christensen, founder of Hong Kong Cleanup. “We suffer from a ‘pick up for me’ mentality, and we have to change it,” she added.
The responsible concluded by recalling that throwing rubbish on the public highway or spitting is punished with a fine of 1,500 HK dollars (around 176 euros) in Hong Kong. But the law would be, according to her, “very little applied”.
Source: YouTube video
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