Ogilvy U.K. battles Crime in Greenwich With the Power of Cute

Smiling babies will melt more than just your heart

Published on Jun 26, 2013

Editor's Pick

This Gold Lion-winning campaign out of Ogilvy U.K. approached the fight against crime in a unique way. Unlike other London neighborhoods, the borough of Greenwich continued to experience the aftermath of crime and vandalism long after the 2011 London riots. Ogilvy London consulted with scientists and  discovered that the big-eyed face of Mickey Mouse was one that actually inspired empathy in those who saw it. Taking a cue from Disney, the agency painted the adorable faces of the neighborhood's babies onto the metal shutters on local storefronts. The result? An 18% reduction in crime--as well as tons of media coverage. The idea is now being replicated in other countries.

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Jun 26, 2013
Ogilvy & Mather London
Borough of Greenwich

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