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Hong Kong Anti-Littering Campaign Uses DNA Analysis to Digitally Recreate the Faces of Litter Offenders

by E.D.W. Lynch on April 22, 2015

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DNA Anti-Litter Campaign

Environmental organization Hong Kong Cleanup is using DNA analysis to create digital renderings of the faces of actual Hong Kong litter scofflaws in a new anti-littering campaign. The renderings, which are examples of DNA phenotyping, are based both on DNA found on litter samples as well as demographic information based on context clues like type of litter and neighborhood. Starting today–Earth Day–the litterbug faces are being posted on the Hong Kong transit system, social media, and print media. The campaign was produced in partnership with Ecozine and The Nature Conservancy and was created by Ogilvy.

DNA Anti-Litter Campaign

DNA Anti-Litter Campaign

images via Hong Kong Cleanup

submitted via Laughing Squid Tips

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