A six-year-old boy was left alone in a bustling shopping centre for 45 minutes as part of a social experiment - and just seven adults stopped to help.
Shocking footage shows the child, named Aiden, standing alone looking lost and confused in the complex in Australia.
The experiment was conducted to see how long it would take for bystanders to rush to his aid.
But only six women and one man stopped to help the boy, whose mum and dad were actually sitting just metres away.
Aiden's mum told the Today show: "I was actually really concerned and shocked actually at how many people didn't."
At one point, a young woman is seen approaching Aiden and then asking him what his parents look like so she could go and find them.
A mum who was with her young daughter also asked him where his parents were before suggesting that she takes him to the police station.
He told her: "No thanks."
The the concerned mum said: "Are you sure? Look I'm a mummy too, your mummy and daddy will be very worried about you."
After finding out Aiden wasn't really lost and was part of a social experiment she remarked: "If my child was lost, I'd hope that someone would help them."
The social experiment was put together by children's agency Key Assets, which provides support to foster carers, vulnerable kids and young people in care.
The agency's CEO Rob Ryan said: "I think we're so busy in our lives today that children are often not seen and they're not heard so it's everyone's responsibility to protect children."
Commenting on the only man that stopped to help the youngster, Mr Ryan, said: "Not a lot of men stop.
"So it's important that men, if they're worried about stopping for children or young people to help them, find somebody who's nearby and say "hey, do you want to come and help me with this young person?".
