Would you think doubly about littering if your human face was daub on hoarding as a resultant role ? While this sounds like something straight out of scientific discipline fiction , it ’s not . The Hong Kong Cleanup Initiative has collaborated with publicizing firm Ogilvy & Mather to launch ‘ The Face of Litter . ’ The rather terrifying awareness campaign will collect the desoxyribonucleic acid traces found on litter to create a picture of the person ’s face and point it on multiple platforms .
The Face of Litter want to take on the problem of litter in key locations in Hong Kong . A recent global subject field , published in the journalScience , found that 275 million metric metric ton ( MT ) of plastic wastefulness , such as pliant bottle and grip , was produced in 2010 in 192 coastal land , with 4.8 to 12.7 million MT entering the ocean . In the study , China was found to beone of the main culpritsas 1.32 to 3.53 million MT of its plastic waste reached the oceans in 2010 .
By using deoxyribonucleic acid phenotyping , a process that practice a person ’s deoxyribonucleic acid to omen their strong-arm appearance , the crusade create a characterisation of the individual who has littered . The DNA is combined with other demographic information to create a more accurate image . AsWiredexplains , certain type of litter — like gum — are associated with particular age radical . In the case of gum , people maturate 18 - 34 are more likely to jaw , so portraits are give a face within that age range .
Reed Collins , master originative officer at Ogilvy & Mather Group , Hong Kong , articulate in astatement : “ This campaign is one of a variety . It ’s interactive . It ’s innovative . It ’s our own scientific discipline experiment that we ’re using to make societal change . Litter is such a major problem in Hong Kong and thanks to newly uncommitted DNA technology we can now put a fount to this anon. crime and get people to think doubly about littering . ”
The technology was ab initio developed by Parabon Nanolabs in collaboration with the Department of Defense to help with criminal investigations . The resolution , which are not perfect as it ’s difficult to predict traits that are check by multiple gene , are quite muscular . The portrayal will be put in a number of locating , include bus tax shelter , and on societal media . Though Ogilvy & Matherinsistthey received permit to employ peoples ’ scum desoxyribonucleic acid , the military campaign still set up a lot ethical query .
Ogilvy & Mather HK - ' The Face of Litter’fromWork that worksonVimeo .
