a) Although the 1980s saw great improvement
in the cleanliness of most streets, it was
however considered that efforts should not
be slackened and it was necessary to introduce
more creative publicity programmes to remind
the public to sustain their efforts. Innovative
measures were therefore taken to get across
the message of keeping Hong Kong clean.
b) From October 1981 to 1984, a tougher publicity
approach was adopted. One of the publicity
designs was the use of a pair of furious eyes
with the slogans “Hong Kong is Watching”
or “A Clean City is a Healthy City”.
The design constantly reminded the public
to keep Hong Kong clean and made them realise
at all times that littering was a disgusting
behaviour.
c) Legislative amendments were also made to
increase the maximum penalty to a fine of
$5 000 and an imprisonment of 6 months. For
the first time Police had taken up enforcement
action against litter bugs.
Community Involvement
d) In the mid-1980s, the Clean Hong Kong
Campaign had already been very popular in
the community. The theme of the campaign
had been changed to care and love. The logo
featuring a “heart” design and
the slogan “Everybody Loves a Clean
Hong Kong” were printed on some posters.
In 1987, it was hoped that the community
would pitch in to keep the environment clean
voluntarily. The promotion activities focused
on community involvement. The Clean Hong
Kong promotional theme song, “We are
pitching in”, was familiar to many
people. The theme song, very popular in
the 1980s, constantly reminded the public
to keep the environment clean.
e) In the 1980s and 1990s, apart from the
educational and publicity efforts, territory-wide
large-scale clean-up activities such as
Clean Beach, Clean Countryside, Clean Harbour,
Clean Estates and Clean Squatter Areas,
etc. were regularly launched.
Role Model for Overseas Authorities
f) Hong Kong’s clean environment has
impressed a lot of tourists. Over the years,
some municipal authorities outside Hong
Kong have been drawing reference from the
Clean Hong Kong Campaign. A local Government
authority in the United States even adopted
the design of our litter container which
placed the ash tray on the top. In 1980,
the Westminster City Council of London invited
our Litter Bug to the city to help promote
the “Keep Westminster Clean Campaign”.
Photos
The new Clean
Hong Kong logo of 1981
On 26 October
1981, Lord McLehose, the then Governor, inaugurated
the kick-off ceremony. Tougher measures for
the Clean Hong Kong Campaign were introduced.
The use of a
pair of “furious eyes” on various
promotion designs
Reminding the
public that littering was an offence
The theme of
the Clean Hong Kong Campaign focused on care
and love. A poster with the slogan “Everybody
Loves a Clean Hong Kong”
Promoting the
message of keeping the environment clean on
a voluntary basis: “We’re pitching
in”
The Litter Bug
set off for London to help promote the “Keep
Westminster Clean Campaign”
Last review date: 28-02-2006