It's a well-worn and risky public relations strategy, employed by politicians the world over since US President Andrew Jackson took up the offering of a new mother in the early 19th century.

Get the leader in front of the cameras with a baby, in the hope the resulting pictures will engender trust, innocence, and honesty.

But local marketing guru Warren Apps said such stunts may now be having the reverse effect on increasingly disillusioned audiences.

He said citizens now had a deep cynicism of their politicians, and were more likely to view such imagery for what it is: an orchestrated stunt.

"The interesting thing about the kissing baby phenomenon now is it is just so clichéd," he said.

"I reckon in lots of ways it symbolises the cynicism that exists in the community. It can reinforce the cynicism, but also reinforce the notion that politicians are fake."

Quite aside from the issue of cynicism, the baby strategy is not without risk.

A crying baby in the arms of a politician can easily ruin the positive imagery.

That was almost the case for Labor leader Andrew Barr at the Centenary Hospital for Women and Children in Woden on Friday morning. Mr Barr took the cameras to see newborn Rhianna Khanna and mum Meenal and dad Sachin, of Casey.

At first touch, Rhianna seemed determined to ruin Mr Barr's photo opportunity. She became upset as soon as she was handed to the Labor leader, although quickly calmed.

"It can backfire," Mr Apps said.

"What do they say? 'Don't work with children or animals'."

Liberal leader Jeremy Hanson brought the babies with him, such was their importance, during a walk-through of Gungahlin shops later in the morning.

Mr Hanson's deputy Alistair Coe took along his daughter Annabel, three and a half months old, and son Angus, 2.

The children were bewildered participants in a large pack of their father's Liberal colleagues, who bounded through the shops, stopping to chat with shop owners and greeting voters.

One key-cutter told Mr Hanson he was against light rail, and would vote Liberal. Mr Hanson happily relayed the news to journalists, and quickly dismissed a tongue-in-cheek suggestion that the worker may have been a "stooge".

Mr Apps said the election campaign, like many in recent years, had largely been without innovation, something he said was symbolised by the "baby kissing phenomenon".

"I think that characterises election campaigns more broadly," he said.

"We've hardly seen an innovation in election campaigns, the same strategy seems to have been recycled over election cycle after cycle."

He said the idea behind the use of babies – counterbalancing a leader's tough, statesman-like appearance with a softer side - remained important, but needed to be achieved through using more imaginative means.