How effective is priority seating signage?
Back in 2005, there was a trial on the London Underground where “baby on board” badges were given to mums-to-be. The aim was to encourage Tube passengers to give up their seats for mothers-to-be without being asked. Here’s one of the badges after it was spotted on the Tube.
Photo courtesy of Annie Mole
For the cynical among us, the question, “Is she pregnant, or just a bit fat?” might’ve crossed your mind.
At the time, a survey was conducted which gave the following results:
- 92% thought that people sitting down should offer the seat to a pregnant woman without having to be asked;
- 85% think pregnant women should ask for a seat if she needs one;
- 78% of currently pregnant women stated that they never ask for a seat when they need one.
Commuting on the London Underground is one of the reasons I don’t want to live in England’s capital. Working from home appeals much more, but I digress.
The “baby on board” initiative didn’t work, and three years on, London’s Mayor, Ken Livingstone, has launched a priority seating plan for pregnant women on the Tube.
New priority seating stickers will be rolled out throughout the Underground from March 10. They now ask passengers to give up their seat for pregnant women, as well as people with disabilities or those less able to stand. This is the first time that pregnant women have been included in the signs.
You can see an example of the new signage at the top of this article.
Research from London Underground found that a third of pregnant women who travel by Tube are never offered a seat, while some can wait for an average of five station stops before being asked to sit down.
This photo was taken on the Tube five months ago, so I’m unsure just how effective Ken Livingstone thinks this new signage will be:
Photo courtesy of Annie Mole
Still, it’s good to see such initiatives being practiced, and I hope the newly-designed signs are more of a success than the badge campaign.
London certainly aren’t the first to feature pregnant women on their priority seats, as this 10 month old photo of a Japanese train seat shows:
Photo courtesy of cybernezumi
For me, Japan’s answer is too subtle, and I wonder how many people pay attention to the fabric design before pouncing on a free seat. But in saying that, the do display prominent window signs:
Photo courtesy of psd
You might not be too impressed by the character design, so it’s hardly surprising to see the spoof window sticker below:
What’s your take?
Would you do anything differently to tackle the priority seating issue? How successful do you think this new London Underground campaign might be? Do you think pregnant women deserve your seat on the Tube? (A BBC viewer email said pregnant women are no different from those with arms full of shopping bags. Pretty harsh I thought.)
There’ll always be those people who aren’t affected by the signs, no matter how ‘in your face’, but I hope it prompts a few more people to offer their seats. At least the current news coverage will be effective in raising awareness. After that, the signage is on its own.
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31 appreciated comments on “How effective is priority seating signage?”
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Interesting post, David.
Personally, I avoid the problem by standing where possible, if the vehicle is even remotely busy. Unless of course, I’m going to be travelling for a long time.
Anyway, getting back to the signs. You do wonder what’s going through the designers mind when they create some of these. I mean, I’m no expert, but surely clarity is key in this kind of work? One glance should tell people what it is.
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Its an interesting point this as regardless of the logo design, it still relies on people making the decision to get up and offer their seat. Its not like a disabled parking space which can only ever be used by a disabled driver. This is a seat which you can sit in unless you see someone who should take precedence.
It taps into the whole British-awkwardness “don’t like to make a fuss” thing – women are too inhibited (?) to ask for a seat (my wife, who is currently 7 months pregnant will only ask if she’s on the brink of collapsing) and other passengers are too embaressed by the whole “is she pregnant or just a bit fat” issue
My point is, in my opinion the logo is only a small step to dealing with this problem and to a certain degree its design is irrelevant. Its a cultural shift that required and it must become the accepted norm that certain seats are priority seats – at the moment I don’t think it is because I think some lines have them and some lines don’t.
Either way, if you’re on the tube at 8:30am, your first worry is whether you can actually get into the carriage in the first place!
Armen,
I’d stand for short journeys too, unless there were a lot of seats free. Although these days the only train journeys I take are long. I agree about the clarity. The orange priority seat embroidery, for example, looks like old men should give up their seats for people with kids.
Reduceri,
Thanks for the link. I’d not seen that one before.
Stuart,
Great point about the whole “British-awkwardness”. The research survey shows quite clearly that not many people want to ask for a seat. Do you take the Tube to work? I’m glad I’m not one of the people having to worry if I can make it through the train doors during rush hour.
I am 8 months pregnant, and this is my third pregnancy.
I would be dissapointed if someone didnt give their seat up for me, but not suprised. I would always ask for a seat especially if the carriage is busy since if my bump is bumped, not only does it hurt like hell, but at this stage of the game im getting practice contractions which would no doubt spring into action in this situation. Also as I am likely to go into labour soon so unless someone wants that to happen on their way to work, i’d suggest they assist defying gravity by letting me sit on it.
I expect London Underground have to endevour to do all they can to assist comfortable passage to ladies in my predicament for legal reasons and rightly so.
To the person who thinks being pregnant is like carrying a lot of bags, I never knew a shopping trip which made your breast leak milk, caused you to lose urine if you sneeze, made you have contractions, and inevitably stretched your vagina to the width of a prize winning marrow – but then maybe im not shopping the same places they are?!
I think is a misguided effort. Here (Buenos Aires), we have the same concept of priority seats (not only on the metro, but on buses also) and it’s been that since i can remember (it was made “official” with a sticker a decade or so ago and a tv spot recently).
The truth is: ALL SEATS ARE PRIORITY!
Don’t you agree? Do you think that a human being doesn’t get that a pregnant woman has the right to be seated? Or an old guy? Or someone injured? etc, etc…
The effort should be on education, not on enforcing some more or less arbitrary pre-allocation of seats.
I think that many women don’t ask for this priority seats because they are also associated with “handycap” and that has an impact on the self-image and also on the image of the to-be-born. Who would like that?
Caroline, thank you for the beautifully eloquent description of the joys of pregnancy! : ) That made me laugh and almost spill my cup of tea this morning!
Brian Yerkes’s last blog post..13 Signs Your Business is Failing
I’m with Caroline. I know you are going at this from a visual perspective and I have to say that I admire any effort to create public awareness that pregnant women have special needs. In the states I really don’t see much of that which is interesting because we are certainly reproducing at a greater rate… maybe that is why. But I don’t live in NYC or CHICAGO or any of the other metro towns, so maybe I just don’t know of an effort due to that.
As a pregnant woman dragging around a 3 year old and 2 year old… people not giving up their seat would really bother me. As caroline said, it is a lot more than carrying extra weight, I would add to her comments that your balance is completely effective and a fall would have much more serious consequences than it would for a non-expectant person. Even pregnant women and mothers have a sort of hierarchy. For instance If I’m with my noisy kids at the grocery and i see a mom with 3 of hers, I step to the side because she has one more than me. It’s a silent rule among us mums I guess :)
Great Post. I think I’ll have to link to this from my mommy blog :)
Here in Brazil (Sao Paulo) priority seats in the subway are grey (while all the others are in a color that I would say stay between orange and brown) and with the priority sign over them, and are 12 seats by unit of the train (08 units with I think 60 other regular seats each train). But I’m glad to say that is very difficult to see someone using those seats… of course, priority here is not optional and the use for other people is release only in the absence of those with right to use. Here we complain about other thing: if someone is using those seats in the absence of those people, and suddenly offers the seat, people get offended: “Am I so fat that they think I’m pregnant?” or “Am I so finished that they think I’m old enough for this seat” is a usual thought, LOL.
I have one friend who went study in London and he is very very very used to a crowded train in rush hours… but after he went on London’s underground, he told me that “Hell must be a lot nicer”. So I don’t think the problem to solve is not only signage, is social, cultural… But starts with this initiative.
Prix Dekanun’s last blog post..PREPARANDO OS PRIMEIROS PASSOS.
Caroline,
I don’t envy you, and hope the final month is as comfortable as it can be. I wonder is it ever possible to get used to it, given this is your 3rd pregnancy? Great points by the way.
José Luis,
Very well said, and I couldn’t agree more.
Brian,
Caroline put it very well eh?
Zabs,
Thanks for adding to what Caroline had to say. Great to get some perspective from those who are affected most. I hope everything’s been going well for you lately.
Prix,
You’re right to state that the issue is more than simply placing signage on walls and seats. Culture and attitude has a lot to do with it.
David, is it possible that last one isn’t a spoof – but a campaign against unwed teenage pregnancy? That terse bit of family health lore might be what gets the message across. I can see posting it in every high school locker room.
For the seating thing – I was told that you cannot legislate morality. The gentleman sitting there might be in more distress, might have a lot more effort ahead of him than the expectant mother standing. Deciding which is the better choice, to fail obligations or to offer courtesy, might not be apparent.
The trouble is the design of commute trains. By offering limited seating, they make claiming a seat a ‘win’, giving up a seat is somewhere between a courtesy and chickening out of the competition. Because of the social competition, with a seat as the prize, the opposing concerns – courtesy vs claiming the prize – can make the disabled, the expectant, to appear as cheating. And as your first picture implied, many people are so used to ‘working’ the system that they will not scruple to claim the ‘advantage’ to gaining a seat.
And then everyone that spots a cheater feels a touch more resentment about following that rule.
Perhaps a sign that states ‘Please be courteous to people with disabilities and expectant women. They have trouble standing for long periods.’
I expect that if you have to label ‘high priority’ people, and post signs to be courteous, you have already lost your campaign.
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I think that this issue is something that will never be completely solved. I think that it is common decency to give up a seat for a woman or man who is disabled or elderly – a pregnant woman is a different story however. I think that in the late stages or months of pregnancy, the seat should definitely be given up. However, if you are only a couple months along, what keeps you from standing?
I know opinions vary, but I think the signage is a good start.
First of all, why are women traveling in uncomfortable conditions when they’re so pregnant? Secondly, I think it’s pretty unfair that the elderly can pay half as much but have a better commute. It seems to me that we are expected to accomodate poor planners, and I think that encourages them in addition to unfairly rewarding them.
That said, I never sit in the priority seats, because it would be a hassle to get up and move. When I ride public transportation, I have to go from the first stop to the last, and it is a long trip, and I’m tired too. If you’ve read my article on my site you know how much I dislike public transportation.
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I agree that the first thing should be re-educating the human race on manners! Where did they go? Most children are not being taught common courtesy any more. We shouldn’t have to be told how to treat a fellow human being, but the more we are told, the worse it seems to get. It’s like we are some zombie that needs signs, laws and whatever else to know what to do. It’s a shame, but they say everything that goes around comes around so this too shall pass.
Hi,
Of course that there are cases and cases, but there must be a kind of general rule. And the rule is to give the seat to those who need it.
Now, we’re talking about pregnant women. This is very variable, since there are women with 3 months pregnancy who need top take serious precautions and there are those who keep working almost untill delivery.
Anyway, I do think that although a pregnant woman may feel ok by standing on a public transport, she should go seated for questions of security, for an accident or incident may happen.
Of course that I’ve seen situations of pregnant women taking advantage of situations when they don’t really need it, but I’m sure that’s a minority.
We need to be educated to be more attemptive to others’ needs. I’m not talking only about this issue, I’m talking about what’s going on on this world and we keep without acting.
Kind regards and a happy weekend,
José
Most of these comments touch on the ethical issue of giving up a seat, rather than the design issue. Yes, able-bodies persons should give their seat to the less able. But what is the most effective way to communicate that ideal?
That being said, I’m a fan of the japanese image (not the seats). I think that the only weak image is the one representing the elderly. I don’t think a cane is effective.
Perhaps it should include an image indicating that an able-bodied person shouldn’t sit there.
Micek’s last blog post..Long Distance Design Issues (Part 2): Accountability & Getting Paid
I am sure that many of those who don’t offer a seat are just half asleep – people often go into this sort of state on purpose so as to remove themselves from the experience of having to travel on the tube .. so I think that people should just be reminded with firm but polite signs to get them to offer up their seats to pregnant women.
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1. Would you do anything differently to tackle the priority seating issue?
Setup rules. That would do better. Some people in some country don’t even bother to give their seat to someone who’s in need. So rules would do this time.
2. How successful do you think this new London Underground campaign might be?
I have no idea about this. But I’m sure that Londoner are matured people (as far as I’m concern).
3. Do you think pregnant women deserve your seat on the Tube?
Yes, because it’s hard for them to move around. Plus they are carrying extra weight with them. 24/7 for 9 months. Have mercy please :) Anyway, the baby is actually safe in their mother stomach within they protection layers. Any doctor can reply to this issue?
Cheers David.
Rafie’s last blog post..Visit to Ilam National Park & NEXT08
I once asked a pregnant woman to give up her fold-up seat so that I could get my niece, in her pushchair, onto a bus. I didn’t actually realise that she was pregnant until she got off the bus at which point her bump became clearly visible. I felt like absolute hell for making this woman move when I could have instead packed the pushchair away and had my niece sat on my lap. It would have taken longer but it would have been little inconvenience to me.
The problem as I see it is that I didn’t know she was pregnant. Although I don’t think that women should be forced to wear badges to declare that they are carrying, I do think something should be done to combat the whole “awkwardness” that prevents a person from feeling like they shouldn’t ask for a seat (or in my case, refuse to give up her seat) and to encourage good manners in those taking the seats in the first place.
On a similar tangent, my partner has some leg difficulties which means standing for long periods of time can become incredibly painful. If we do Christmas shopping in our local town, he has to endure a 20 minute bus journey stood up, because nobody is willing to offer a seat (some even occupy double-seats with their shopping and fail to see the problem with this.) Although strictly speaking he should feel OK in asking for a seat, this goes back to the manners thing – encourage those who’re occupying the seats to offer them up in the first place.
Personally, if I see a person is pregnant; if a person is old or obviously disabled I will give up my seat. There’s nothing wrong with my legs and I don’t mind standing.
I think having the seat be a bright color, different than the other seats, with the same messaging “reserved for..” would be ideal.. it would make it more obvious that you were clearly sitting in a reserved seat, and most people’s inner-guilt would keep them away, meaning more seats for expecting moms.
Great post on a very interesting topic, David. I see those green Japanese priority signs all the time. I hadn’t seen the spoof one before. Someone mentioned education, and although that’s true, the signs too are a form of education. Perhaps they will act as a reminder to the mannerless hordes, that certain things in society are expected of them.
Interestingly, in Japan, which is an unusually polite society (it’s a clicé, but it is so), on the trains the Japanese tend to be quite un-Japanese–and during rush hour, it’s mayhem. However, I do think that the signage is a good idea; and the signage that shouts “priority seat” the loudest is probably the best one; we live in a world where subtlety rarely triumphs–unfortunately.
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Brad,
It’s certainly possible that the second Japanese image isn’t a spoof, although for public trains I very much doubt it. I like your statement for use on possible signs.
Harris,
Can you really expect women not to travel simply because they’re pregnant? For many people, public transport is the only option.
Nancy,
Your definitely right, we shouldn’t have to be told how to treat others.
Jose,
Thanks for the kind regards, and I hope you too had an enjoyable weekend.
Micek,
I’m curious what image you’d suggest to represent the elderly. Is there anything more widely recognised than a cane?
Ed,
Interesting point about how people tend to switch off on the Tube, to remove themselves from the journey. Do you travel on it regularly?
Rafie,
Glad to see your compassion for the pregnant. I have an off-topic question: what do you use Mohd to signify?
Jem,
Thanks for sharing your story. Combating the awkwardness people feel when asking is something the British culture is needing, perhaps more-so than others. Like you, I don’t mind standing if it means someone more needy gets to rest a while.
JSnark,
I like that idea – to have certain seats a very bright colour. As touched upon already, every seat should be ‘priority’, but to have those close to doors really stand-out would increase awareness.
Johno,
Good to get your take, being a Japanese resident.
I’d agree with that, and think JSnark’s idea could be of most benefit. Here’s hoping the signs do indeed act as a reminder to those who need it.
I think you mean ‘cynical’.
Thanks LSF. Good catch.
Cheers David.
Off topic answer: Mohd is part of my name (Mohd Rafie). But I prefer someone to call me Rafie. Some people used to pronounce it ‘Mohd’ but in my case it is actually an abbreviation of “Muhammad”. That is what my parents told me. Or during the registration of my birth cert, the nurse just want to cut it short. :)
Rafie’s last blog post..Cover: MohdRafie.Co.Uk
David
Yes, I used to travel a lot on the tube when I lived in London. Like many other people, I am sure, I made an art form of switching off on the tube and thinking of more positive things in order to get through the monotomy of it etc .. I, also, think that advertising (but I have no evidence for it) works well on the tube as people are so by bored by the journey that they will devour anything whether it be an ad on office scanners to an ad on bus travel – flitting in between that and trying not to to be aware of the journey ..
(actually it’s not that bad: being slightly dramatic to make a point ..).
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I do not think the advertising or symbols are the problem, the issue is that majority of todays generation just do NOT give a stuff! They have no respect etc
I catch a train 2/3 days a week and very rarely does a day go by when you see a little old lady struggling to stand up. Most of the time, if you say something to someone who is sitting down, they move but apart from that?
btw I actually think the symbols on the seats is fairly cool, add some colour to a rather boring train…
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Rafie,
Thanks for clearing up the name issue for me. ;)
Ed,
A point well made (about devouring the advertising on Tube trains).
Jermayn,
Your right that the advertising or symbols aren’t the real issue, but I think they serve as a good reminder, and that the actual design is important in that respect.
Here’s the logos on trams in Vienna…
http://www.flickr.com/photos/cianginty/tags/vienna/
I have an un-seen disability,I do however walk with a stick (I can’t stand for long, I suffer from Hemiplegia)I don’t have a problem asking people to move(I don’t suffer from the’don’t make a fuss’syndrome ,to paraphrase Ali G ‘is it because I is from Manchester’ and only moved here In Jan09.I must admit though I do feel that sometimes fellow travellers are somewhat unwilling to give up thier seat for me perhaps they feel I bought the walking stick just to give me an advantage,I know in America physically impaired people stick notices to cars illegally parked in ‘handicapped’ spaces stating that ‘ if it were possible I would gladly exchange my handicap for this space’, could this type of slogan not be somehow changed so it can be delivered on London Public Transport.
I spotted this little parody on my way home on the metropolitan line this week:
http://www.flickr.com/photos/tukkapix/3547164046/
Hi David:Here in Canada even some women who have experienced pregnancy have been adamantly opposed to child-carrying women taking advantage of priority seating.One argument used was that it was a ‘chosen” affliction rather than an imposed one.
Strangely enough,this writer received some female support while other women argued that any guy with basic common sense would gladly surrender his place.
I found that two writers with completely contrasting views affected me in the same way.Both of them seemed to be unnecessarily strident and hostile.I’m going to continue to offer my seat in this situation .If I meet an unpleasant disposition it won’t change me.After all,it’s nice when we get a smile for our trouble and somewhat poor timing for a person to get ultra-independent .To me there’s something unattractive about a person who is dismayed to be on the receiving end of consideration.