As our world becomes more technology-driven, businesses will increasingly look toward science and technology to spread awareness about the most pressing social and environmental issues we face.
We see a growing number of creative social-marketing campaigns aimed at changing behavior. Case in point: The Hong Kong Cleanup recently launched an innovative campaign that fights litter with high-tech public shaming.
Launched just in time for Earth Day in April, the Face of Litter is a citywide campaign, developed by award-winning PR partner Ogilvy. It takes an unconventional approach to the problem of littering, looking to science and technology to publicly shame the worst litter offenders.
Even more impressive -- they can asses the shape of the person’s face and create a relatively accurate portrait:
Portraits of these trash offenders are posted all over the city, from mass transit to social media and various print publications. “This campaign is one of a kind,” said Reed Collins, chief creative officer of Oglivy, “It’s interactive. It’s innovative. It’s our own science experiment that we’re using to create social change. Litter is such a major problem in Hong Kong, and thanks to technology, we can now put a face to this anonymous crime and get people to think twice about littering.”
"We are thrilled to be part of this innovative campaign, which is sure to have a positive impact on people and the community,” said Lisa Christensen, founder and CEO of Hong Kong Cleanup. “Last year, during the six-week Hong Kong Cleanup Challenge, 418 teams comprising 51,064 participants collected a total of 3,894,000 kilograms of litter from city streets, coastal areas and country trails.
"Sadly, we suffer from a serious 'pick up after me' mentality, and this simply must change,” co-founder Nissa Marion adds. "With the Hong Kong Cleanup celebrating its 15th anniversary, it’s a perfect time to take a fresh new approach to public awareness.”
Image credits: Face of Litter
Joi M. Sears is the Founder and Creative Director of Free People International, a social enterprise which specializes in offering creative solutions to the world's biggest social, environmental and economic challenges through the arts, design thinking and social innovation.