Campaign: The Face of Litter

WPP company(s):
Ogilvy & Mather Hong Kong
Client:
Hong Kong Cleanup

Overview

Hong Kong Cleanup and Ogilvy & Mather launched a city-wide campaign to tackle litter by putting a face
to what is usually an anonymous crime. Litter was collected and analysed using DNA technology, enabling analysts to identify ethnicity, eye, hair and skin colour. This was used to create posters showing what the people dropping litter may look like.

Result:

  • Over 1,000 pieces of media coverage worth more than $1m
The face of litter