On Earth Day 2015, we created social change and raised awareness of the extent of littering across the city, pinpointing that each of its 7 million residents is responsible to some extent. This gave people a real reason to stop littering –litter is no longer someone else’s problem. The campaign puts a face to this anonymous crime.

Long-term the goal is to change behaviors and attitudes towards litter. We hope to expand this campaign beyond just Hong Kong into cities globally. It also allowed us to tactically respond if any hot spots for littering appeared.

With the objective of creating social change, creating awareness and ultimately changing behavior, the video and posts engaged over 3.9million people on social media across Twitter and Facebook, with the educational video having a total 827,546 views. The response from the public has been immense with the campaign spreading outside of Hong Kong and into South East Asia and even as far as the US and Brazil with an earned media value for the period of HK$5million.

In advance of Earth Day, litter was collected from identified high traffic / high litter areas. To prevent the problem at source, posters and digital banners were developed and placed in outdoor locations, MTR stations, and back at the exact litter site, the scene of the crime. Locations were selected to make people stop and think. Social media was used to communicate the message online, educating and encouraging social change. Hong Kongers engaged the campaign on daily commutes, implanted into daily routine, and through targeted social media.

Littering is a citywide problem, and therefore all of 7 million residents are responsible for taking action and trying to curb this epidemic. People have the unfortunate assumption that litter is someone else’s problem, the campaign aimed to change the habits and perceptions. Launching on Earth Day 2015, facial composites appeared as posters in high traffic areas outdoor locations surrounding digital screens in MTR stations and most importantly back at the the scene of the crime, with social media supporting the campaign online – creating the ultimate name and shame campaign.