Would you give up your seat on the London Tube for me?

It's a small badge that made a big difference. For the past 20 years, Transport for London's "Baby on Board" scheme has reshaped behaviour on public transport through a simple social signal. But does it still work? I recently observed a lady wearing her Baby on Board badge waiting, like me, for the northbound Victoria line at Oxford Circus during the rush hour commute home. I clocked the familiar look of wariness as she scanned the Tube seats as the train pulled into the platform. I too became anxious for her. If no one offered their seat up, I was prepared to give up their seat for them - they just didn't know it yet. As the doors slid open, she made a beeline through the throng for the closest priority seat occupied by a young woman. She asked to sit down. The exchange happened swiftly and without drama. I sighed with relief for her. I don't mean to sound so dramatic but watching her brought back vivid memories of my experience navigating the Tube during both my pregnancies. As a born and bred Londoner, my brothers and I developed a love for the Underground and bus network early on as our parents took us on regular adventures across the capital during our formative years. Like ma