Launching Ceremony

a) The Keep Hong Kong Clean Campaign Committee was set up by the departments concerned in December 1970. After a tight schedule of preparation, the publicity and educational activities commenced in August 1972. The then Governor, Lord MacLehose officiated the kick-off ceremony in October 1972 at the Statue Square, Central where a gigantic mascot of the Litter Bug was put up. The campaign was the joint effort of the then Urban Council (UC) and several Government departments.

Innovative Publicity Efforts

b) A lot of posters were designed during this period to enhance public awareness in cleaning Hong Kong. Besides, a number of mascots were created to leave a deep impression on the public. They included the disgusting Litter Bug (“Lap Sap Chung”), the cute and lovely Miss Super Clean and the amiable bunny “Siu Pak To” created in 1975 to counteract the villainous Litter Bug.

c) Apart from producing posters and leaflets with a clear theme, the Government also promoted the campaign through various media such as Announcements of Public Interest (API) on television and radio, and advertisements on trams, buses and the exterior of buildings. Besides, with the participation of many popular movie stars and artists in the publicity drive, the campaign was able to arouse public awareness in cleaning Hong Kong effectively.

d) 1975 was designated as the Year of Cleanliness with youngsters as the target of the publicity drive. The Clean Hong Kong message was incorporated in the young people’s popular activities (e.g. hiking). In 1976, the Picnic Warden Scheme was introduced to encourage picnickers and hikers to appoint one team member to take up the responsibility for cleaning up the refuse left behind by the whole team. In 1978, the Auxiliary Litter Warden Scheme was implemented to make beaches cleaner. In 1979, the publicity drive targeted the family as a whole, encouraging all family members to work together to keep Hong Kong clean.

A Two-prong Approach of Caution and Advice

e) Apart from drawing public attention towards environmental hygiene through publicity efforts, the Government also adopted the “caution” approach. Signs of “Rubbish Street” were put up in filthy streets where media reporting and photo-taking sessions were arranged. The aim was to alert the public of the need to prevent littering.

f) In order to attract public attention and enhance the effectiveness of the publicity programmes, all publicity materials, as well as the rubbish bins and volunteer uniforms, were made in bright yellow and purple, which were the two theme colours used in the campaign. Both theme colours were adopted in the Keep Hong Kong Clean logo and the posters produced at that time.

Clearing up for a Cleaner Hong Kong

g) In order to make Hong Kong a cleaner city, “blitz” squads were set up in the 1970s to clear the litter blackspots in response to public complaints. These prompt and effective clean-up operations indicated the Government’s efforts as well as determination to clean up the environment. Hence, the campaign soon won public support and approval.

Promoting the Message through Competitions and Exhibitions

h) Various competitions were organised to clean up the environment. In 1973, the “Clean Our Buildings” campaign was held to encourage the public to join hands to clean up the living environment.

i) In 1975, an innovative activity was launched. Awards were given to those who kept the environment clean if their efforts were captured on camera. The award winners’ photos were published in the newspapers.

j) In 1976, the “Clean Living” exhibition was held at the City Hall to arouse public concern over environmental hygiene.