BABIES OF THE BOROUGH

 
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CHALLENGE

How can we reduce antisocial behaviour on the streets of Woolwich following the London riots of 2011?

The London riots of 2011 brought vandalism of local businesses, looting and anti-social behaviour problems to the boroughs. Ogilvy Change were recruited to help reduce the problem through behavioural means.

UNSEEN OPPORTUNITY

We took three behavioural principles and applied them to a ubiquitous presence on high streets across the world- the shop shutter

We applied proximity bias, reciprocity and used baby schema that evokes the feeling of caring in humans and painted them on the shutters of shops.

RESULTS

Where the usual answer to curb antisocial behaviour is to increase police presence, which can be expensive and not always effective, we reduced overall antisocial behaviour in Woolwich by 24% with just a few cans of spray paint. The shopkeepers have since embraced the idea as their own