[Video] Litterbugs publically shamed in Hong Kong

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By using Snapshot DNA Phenotyping Analysis, the scientists behind this program are putting a face to the litterbugs.

Brilio.net/en - You may want to reconsider before you toss that cigarette on the ground, at least if youre in Hong Kong. Litterbugs are now being publically shamed thanks in part due to DNA evidence left behind at the scene of crime. By using Snapshot DNA Phenotyping Analysis, the scientists behind this program are putting a face to the litterbugs. This technology has mainly been used to solve criminal cases before but now is given a second life as it will serve to improve the environment.

The process is quite arduous as it requires a wide team of scientists and designers to gather the evidence, process it in labs, and then use the date to come up with a rendered look fo the face of the criminal. With the production of the photographs, the pictures are then been plastered at local bus stops for the whole world to see. 27 facial composites were created from a combination of 24 DNA samples taken from litter and three controlled samples donated by volunteers. Samples used in the campaign included: gum, cigarettes, to-go coffee cups as well as discarded condoms.

Photo via scmp.com

Because age is impossible to determine through DNA alone, but still integral in creating an accurate portrait, DNA data has been combined with other factors, such as demographics based on the type of litter and where it was collected to determine the approximate age of the litterer, said Reed Collins, the Ogilvy chief creative officer who led the campaign

Photo via scmp.com

The video starts off with the caption: Littering is an epidemic in Hong Kong, which is something that Indonesians can no doubt relate to. People have become careless in how they treat their trash, discarding it at the nearest convenient locations rather than taking a few extra steps to properly dispose of their waste.

Launched in 2015 in partnership withHong Kong Cleanup,Ecozine,The Nature Conservancy, andOgilvy,The Face of Littercelebrated both Earth Day and HKC's 15th anniversary with an innovative and new approach to waste management: trashing those who trash the planet.

(brl/tis)