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Ronaldo Or Messi? Vote With Your Cigarette Butts and Stop the Litter

UK organization Hubbub, in collaboration with CommonWorks, came up with an exceptional solution to do their part on preserving the environment. They launched a campaign called “Neat Streets” in order to keep the streets of London clean. Hubbub appeals to the “playful” side of unscrupulous citizens aiming to divert them from polluting their environment.
According to Hubbub, their research shows that most of the pollution takes place at night and that cigarette butts were the most littered item. The organization took action and placed big panels that serve as voting ashtray containers in London’s public spaces. Some of them are calling out to smokers to vote for their favorite sport teams or athletes. The questions will change weekly but they will remain in the sports domain thus engaging the interests of targeted groups.
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Other panels state various facts concerning chewing gum scraps. Hubbub demonstrated another touch of creativity when they left slots for passersby to stick their gums in to reveal the missing information in a “connect the dots” format.
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The Hubbub organization stated on their page that 86% of people think that littering is a disgusting habit but only 15 per cent would stand up to the pollutants. They further write, “This is why from May to October we’re trialling a new approach to tackling littering on Villiers Street, Westminster, using the latest thinking on behaviour change and awareness raising from around the world.”
Video below:
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Via: Branding Magazine

O&M Hong Kong puts a face to litter louts.

Ogilvy & Mather Hong Kong (Ogilvy) has launched a city-wide campaign for the Hong Kong CleanUp Initiative organised by Ecozine and The Nature Conservancy. The campaign, entitled ‘The Face of Litter’, has launched in conjunction with Global Earth Day.
With a staggering sixteen thousand tons of waste dumped in Hong Kong every day, the campaign aims to raise awareness of the extent of littering across the city, pinpoint those responsible and encourage people to change their behaviour.
Turning to science for answers, Ogilvy has targeted key locations in Hong Kong to collect, analyse and create DNA-based composites of the perpetrators. By combining the expertise of US-based research centres and advanced Snapshot™ DNA phenotyping provided by ParabonNanoLabs, data has been used to create a visual representation of the person who has littered. Because age is impossible to determine through DNA alone, but still integral in creating an accurate portrait, DNA data has been combined with other factors, such as demographics based on the type of litter and where it was collected to determine the approximate age of the litterer.
Poster portraits of perpetrators will be placed across the city as well as online. To create further awareness, Ogilvy will also be promoting a video that demonstrates the experiment and warns people not to litter at the risk of becoming the next face of the campaign.
Rafael Guida, Executive Creative Director OgilvyOne Hong Kong, added, “While this method may not identify specific individuals, it will be enough to make people think twice about littering. The campaign combines a public service message with science and technology, enabling us to communicate with Hongkongers in a very different way.”
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Via: Ogilvy