Babies of the Borough

Advertising agency Ogilvy and Mather is trying a unique experiment with a parade of shops in Greens End, Woolwich, where some of the looting in the 2011 riots took place. The experiment is based on previous research which found that babies' faces promote a caring response in humans. The agency hired a collective of graffiti artists to paint the faces of local babies on the shutters of shops. When the shops shut, the babies faces are exposed. The experimental hypothesis is that the sight of babies faces will reduce anti-social behaviour in the area. The null hypothesis is that it won't make any difference. The experiment has been called Babies of the Borough. CLICK to watch a BBC video.