The Royal Borough of Greenwich was one area that was affected by the London riots. As one of the main hosts of the 2012 Olympics the anti-social behavior in the area had to be dealt with. The mission was to find a way to impact and change people’s behavior. To test the power of behavioral economics, a social experiment was launched by spray painting faces of cute babies on large metal sheets in the areas most vandalized. The campaign resulted in an 18% reduction of crime in the Borough and a shift in the behavior of residents. The metal sheets with the babies’ faces remain untouched today. A major PR crisis was solved by applying creativity to an age of old problem.