ABOUT

A year to the day after the London riots, shops in Woolwich, South-East London, closed their shutters to reveal a bold new face for the town centre. Shop fronts on Green’s End, have been decorated with the images of local babies as part of an on-going behavioural sciences project, run by #OgilvyChange and the London Ogilvy Labs.

Research suggests looking at babies’ faces can stimulate parts of the brain associated with more caring behaviour. By adorning the drab, grey shutters of shops and businesses with baby-pictures from local residents, the ‘Babies of the Borough’ project is an experiment in bringing down crime in the area using learning’s from behavioural science techniques.