On Earth Day 2015, we created social change and raised awareness of the extent of littering across the city, pinpointing that each of its 7million 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.
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