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Target Audiences in Hong Kong

An Earth Day campaign in Hong Kong called ‘The Face of Litter’ is targeting their audiences in a very personal and direct way. By pairing scientists with collected litter and data regarding neighborhoods and types of trash collected, the group has been able to use a software called “Snapshot DNA Phenotyping Analysis” that can render an image of the litterbug. The faces of the guilty parties are being displayed around the city in a variety of medium – from billboards to online social media. This mixture of tech and media placement is ingenious if not a bit invasive for American audiences but the group, The Hong Kong Cleanup is looking for an effective way to call to action the citizens of Hong Kong to change their habits and stop littering the streets.
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