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.

images via Hong Kong Cleanup

submitted via Laughing Squid Tips