Transport for Ireland (TFI), Ireland’s single public transport brand established by the National Transport Authority to promote and integrate public transport services nationwide, has today launched its ‘Baby on Board’ badge campaign. All public transport operators including Bus Éireann, Dublin Bus, Go-Ahead, Luas and Iarnród Éireann are united in their participation for this new initiative, aimed at expectant mothers. Wearing a badge serves to offer expectant women a discreet and universal means of communicating that they may be in greater need of a seat during their commute.

The free badge will be available for collection at many public transport locations nationwide, a list of which will be available at

Also, in partnership with EU Moms, expectant mothers at 17 of the 20 maternity hospitals nationwide will receive a badge within the Pregnancy Information Pack collected at their first scheduled hospital appointment. This will serve to reach 90% of pregnant women annually.

Today’s launch follows a successful pilot programme undertaken across selected Iarnród Éireann services. Due to positive feedback, Transport for Ireland decided to introduce the scheme at a national level. Go-Ahead will be part of the scheme once their operations commence in early September 2018.

In unveiling today’s campaign, Anne Graham, CEO of the NTA, said:

“With the increase in the number of passengers availing of public transport, travelling by bus, rail or tram can prove a very real challenge for mums-to-be.

“Despite the busy daily commute, we encourage passengers to be mindful of each other and support those who may have extra requirements when travelling.

“Having a Baby on Board badge will make it a lot easier for expectant mothers by letting other passengers know that you have a very good reason to need a seat. It also makes the situation clearer for fellow passengers by removing any confusion. We hope the public will get on board and voluntarily participate in this campaign.

“Through this and other initiatives, Transport for Ireland aims to ensure that public transport is the hassle-free option for those commuting to work, visiting family members in other parts of the country and going about their daily business.

“I encourage all mums-to-be travelling on public transport to wear their Baby on Board badge.”

The advertising campaign will be rolled out across broadcast, online and print media from today.