Babies of the Borough

I spent my sunny Sunday in South-East London today. It’s a place renown for its high criminal activity. And I remembered a campaign created a while ago by Ogilvy and Mather which tries to decrease criminality.

In Woolwich, antisocial behaviour is reduced in an unconventional way: local baby faces are painted on the walls of shops shutters. Baby faces seem to promote a caring response in human beings and this project uses the environment to moderate behaviours.

_62351763_babyshopsposterimageSource: BBC

I felt safe today. For sure CCTV contributed to this feeling. Yet, it’s in our human nature to be careful and protective when it comes to helpless babies. It’s how we make sure our species survives. You wouldn’t hurt a baby, would you?

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