{"id":341148,"date":"2015-05-07T10:24:32","date_gmt":"2015-05-07T02:24:32","guid":{"rendered":"http:\/\/www.mariefranceasia.com\/uncategorized-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html"},"modified":"2015-05-07T10:24:32","modified_gmt":"2015-05-07T02:24:32","slug":"ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers","status":"publish","type":"post","link":"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html","title":{"rendered":"The Face of Litter: Ogilvy &amp; Mather Hong Kong uses DNA analysis to identify litterers"},"content":{"rendered":"<p><a href=\"http:\/\/www.mariefranceasia.com\/wp-content\/uploads\/sites\/7\/2015\/05\/The-face-of-litter.jpg\"><span style=\"display: block;\" class=\"wrap-img\" id=\"wrap-img-93522\"><img loading=\"lazy\" decoding=\"async\" itemprop=\"thumbnailUrl\" class=\"aligncenter size-full wp-image-93522 img-responsive \" src=\"http:\/\/www.mariefranceasia.com\/wp-content\/uploads\/sites\/7\/2015\/05\/The-face-of-litter.jpg\" alt=\"\" width=\"550\" height=\"367\" \/><\/span><\/a><\/p> <p><a href=\"http:\/\/www.mariefranceasia.com\/fashion\/latest-news\/toxic-trail-indonesian-models-gas-masks-address-environmental-ravages-89812.html\">Environmental<\/a> organisations try hard to turn the tide on littering. There is even a day dedicated to it;<strong> Global Earth Day<\/strong> (22 April).<\/p> <p>On Global Earth Day, <a href=\"http:\/\/www.mariefranceasia.com\/fashion\/best-dressed-fashion\/toddlewood-kids-steal-limelight-34th-hong-kong-film-awards-90828.html\">Hong Kong <\/a>environmental organisation Cleanup, Ecozine and The Nature Conservancy in collaboration with ad agency Ogilvy &amp; Mather Hong Kong launched \u201cthe face of litter\u201d campaign using DNA analysis \u2013 the first of its kind \u2013 to fight against littering.<\/p> <p>Experts from the laboratory Parabon NanoLabs collected and examined the DNA extracted from rubbish left on the street. From this, they gathered other demographic information, such as the litter type and the neighbourhood in which it originated in order to form a picture of the suspected litterers, and exhibited their likeness around \u00a0the city and online. \u201cLitter is such a major problem in Hong Kong and thanks to newly available DNA <a href=\"http:\/\/www.mariefranceasia.com\/lifelove\/coaching-lifelove\/disconnect-from-mobile-phones-72034.html\">technology <\/a>we can now put a face to this anonymous crime and get people to think twice about littering\u201d, said Reed Collins, the Executive Creative Director of Ogilvy &amp; Mather Hong Kong<\/p> <p>Innovative and creative, this might be more effective than previous campaigns, as we are almost certain that nobody want to become the face of litter.<\/p>  <p><em>Lindsay Poui-Di<\/em><\/p>  <h2> <span>WATCH THE VIDEO<\/span> <\/h2> <video width=\"100%\" height=\"360px\" controls id=\"player_de7ad18c7b3f50c226c51e3816851910\" preload=\"auto\" class=\"video-js vjs-default-skin vjs-big-play-centered\" style=\"display:block; text-align: center; margin-bottom: 4px;\" poster=\"https:\/\/img.youtube.com\/vi\/HwL5HkEAo8k\/maxresdefault.jpg\"><\/video>\n\t\t\t<script>\n\t\t\t\tsetup_de7ad18c7b3f50c226c51e3816851910 = {\n\t\t\t\t\ttechOrder: [\"youtube\",\"html5\",\"flash\"],\n\t\t\tplaysinline:true,\n\t\t\tytcontrols:1,\n\t\t\t\t\tsrc : \"https:\/\/www.youtube.com\/watch?v=HwL5HkEAo8k\",\n\t\t\t\t\theight: \"360px\",\n\t\t\t\t\twidth: \"100%\",\n\t\t\t\t\tmuted: false,\n\t\t\t\t\tlanguage:\"fr\",\n\t\t\t\t\tautoplay: true,\n\t\t\t\t\tloop:false,\n\t\t\t\t\tother_videos: false,\n\t\t\t\t\tautoloop:false,\n\t\t\t\t\tplaylist:false,\n\t\t\thide_play_icon:false,\n\t\t\t\t};\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\tjQuery(document).ready(function(){ \n\t\t\t\t\t\tvar id_pub = false ;\n\t\t\t\t\t\tif(window.confing_tag_video_mobile){\n\t\t\t\t\t\t\tid_pub = confing_tag_video_mobile(id_pub)\n\t\t\t\t\t\t}\n\t\t\t\t\t\tshow_videojs(\"player_de7ad18c7b3f50c226c51e3816851910\",setup_de7ad18c7b3f50c226c51e3816851910,\"https:\/\/www.mariefranceasia.com\/wp-content\/themes\/reworldmedia\",id_pub,\"youtube\", {\"youtube_id\":\"HwL5HkEAo8k\",\"mediaid\":\"https:\\\/\\\/www.youtube.com\\\/watch?v=HwL5HkEAo8k\",\"is_pub\":\"no\",\"0\":\"no_top_page='yes\\u2019\",\"other_videos\":\"false\",\"force_play_type\":\"false\",\"right_video\":false});\t\n\t\t\t\t\t});<\/script> ","protected":false},"excerpt":{"rendered":"<p>Littering causes environmental and societal damage. Not only are pieces of paper, plastics, cigarette butts, cans, bottles and so on that people throw away in public places, the ocean and rivers fatal for the fauna and flora, but they also convey an image of a dirty country. <\/p>\n","protected":false},"author":173,"featured_media":93523,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_metadesc":"Littering causes environmental and societal damage. Not only are pieces of paper, plastics, cigarette butts, cans, bottles and so on that people throw away in public places, the ocean and rivers fatal for the fauna and flora, but they also convey an image of a dirty country.","_is_translated":false,"_source_post_url":"","is_displayed_in_hp":false,"displayed_in_hp_after_update":false,"is_thumb_featured":false,"template_without_diapo":"","enable_bloc_resume":false,"bloc_resume_post":[],"ctc_post":false,"footnotes":""},"categories":[16396],"tags":[20614,1636765,1635061,1644288,1634809,1635444,1644289,1644290,1644291,1635981,1634810],"class_list":["post-341148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment-hk","tag-campaign-hk","tag-dna-hk","tag-environment-hk","tag-global-earth-day-hk","tag-has_video-hk-2","tag-hong-kong-hk","tag-litter-hk","tag-oglivy-mather-hk","tag-rubbish-hk","tag-technology-hk","tag-yout_video-hk-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ogilvy &amp; Mather Hong Kong uses DNA analysis to put a face to anonymous litterers - Hong Kong<\/title>\n<meta name=\"description\" content=\"Littering causes environmental and societal damage. 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Not only are pieces of paper, plastics, cigarette butts, cans, bottles and so on that people throw away in public places, the ocean and rivers fatal for the fauna and flora, but they also convey an image of a dirty country.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html\" \/>\n<meta property=\"og:site_name\" content=\"Marie France Asia, women&#039;s magazine\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-07T02:24:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mariefranceasia.com\/wp-content\/uploads\/sites\/7\/2015\/05\/The-face-of-litter1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"410\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lindsay POUI-DI\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mariefranceasia\" \/>\n<meta name=\"twitter:site\" content=\"@mariefranceasia\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lindsay POUI-DI\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html\"},\"author\":{\"name\":\"Lindsay POUI-DI\",\"@id\":\"http:\/\/www.mariefranceasia.com\/#\/schema\/person\/ae98d39df3fda60dfef48eb2d366b991\"},\"headline\":\"The Face of Litter: Ogilvy &amp; Mather Hong Kong uses DNA analysis to identify litterers\",\"datePublished\":\"2015-05-07T02:24:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html\"},\"wordCount\":232,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mariefranceasia.com\/wp-content\/uploads\/sites\/7\/2015\/05\/The-face-of-litter1.jpg\",\"keywords\":[\"campaign\",\"DNA\",\"environment\",\"Global Earth Day\",\"has_video\",\"Hong Kong\",\"litter\",\"Oglivy &amp; Mather\",\"rubbish\",\"technology\",\"yout_video\"],\"articleSection\":[\"Entertainment\"],\"inLanguage\":\"en-HK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html#respond\"]}],\"dateModified\":\"2015-05-07T02:24:32+00:00\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html\",\"url\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html\",\"name\":\"Ogilvy & Mather Hong Kong uses DNA analysis to put a face to anonymous litterers\",\"isPartOf\":{\"@id\":\"http:\/\/www.mariefranceasia.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mariefranceasia.com\/hk\/culture-hk\/entertainment-hk\/ogilvy-mather-hong-kong-uses-dna-analysis-put-face-anonymous-litterers-341148.html#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mariefranceasia.com\/wp-content\/uploads\/sites\/7\/2015\/05\/The-face-of-litter1.jpg\",\"datePublished\":\"2015-05-07T02:24:32+00:00\",\"author\":{\"@id\":\"http:\/\/www.mariefranceasia.com\/#\/schema\/person\/ae98d39df3fda60dfef48eb2d366b991\"},\"description\":\"Littering causes environmental and societal damage. 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