Hong Kong is taking a page from colonial America to deal with its litter problem: public shaming. An environmental group in the city is using DNA to publicly shame litterbugs on billboards across the city. Sixteen thousand tons of waste are dumped in Hong Kong every day; so much that it piles up in the streets. This has lead to the creation of a new public service campaign, called “The Face of Litter.” Launched as a part of Global Earth Day, a non-profit called The Hong Kong Cleanup Challenge began collecting street waste like cigarette butts, tissues and coffee cups. Then, they sent the samples to Parabon NanoLabs in the US, where the DNA on the waste was analyzed. Using forensic DNA phenotyping--traits such as gender, eye and skin color, face shape, and prominent features--the lab created digital composite photos of what the litterbug likely looked like. Back in Hong Kong, the non-profit team purchased outdoor digital advertisement space, where they displayed the composite portraits throughout the city with the title "The Face of Litter." See a video from the campaign below. Well played, Hong Kong, well played.