“Look Up!” Campaign Gains Momentum as Londoners Urged to Spot Those in Need of Seats

A new initiative by Transport for London (TfL) is encouraging passengers to put down their phones and give up seats for those who need them most, inspired by a Londoner’s viral social media campaign.

Earlier this year, TfL rolled out “Look Up” stickers on the Docklands Light Railway (DLR) to remind commuters to be more aware of their surroundings. Now, thanks to public response, the campaign could be expanded across more parts of the network.

Lucy Baker, a London commuter, sparked the conversation after posting on LinkedIn about the challenges faced by pregnant and disabled passengers. Her post quickly went viral.

“People don’t seem to be giving up their seats for pregnant or disabled people. Not because they aren’t kind — more often, they’re just staring down at their phones,” Lucy said.

She proposed new signage placed on the floor near seats rather than the usual eye-level notices by the doors, designed to catch the attention of distracted passengers.

“The signage should urge commuters to look up from their devices and see what’s going on around them. It’s a simple change that could make a huge difference,” she added.

TfL responded positively to Lucy’s suggestions after seeing the DLR trial generate encouraging feedback from passengers. The transport authority says it is now considering rolling out the stickers more widely, potentially across London Underground and other overground services.

Commuters have voiced support for the initiative. Sophie Williams, a pregnant passenger, said:

“Even a small gesture, like someone offering a seat, can make a huge difference during a long journey. The reminders really help people think twice about just staring at their phones.”

James O’Connor, a regular Tube user, added:

“I’ve been guilty of zoning out on my phone, so having something to remind me to be aware of others is actually a good idea. It’s about making the Tube a little kinder and more considerate for everyone.”

TfL said in a statement:

“We’re thrilled with the positive response to the Look Up trial on the DLR. Ensuring that all passengers feel safe and respected is a top priority. We are exploring options to expand the campaign across more services and continue raising awareness about giving up seats to those who need them.”

The campaign forms part of TfL’s broader efforts to make commuting in London more accessible and considerate, complementing other initiatives such as priority seating campaigns and accessibility improvements across the network.

To encourage a London-wide implementation, she launched a parody video in what is a remake of Adam Kay's iconic London Underground song. Similar to the tune of The Jam's Going Underground, Lucy sings: "Some people need to get to work, but some people on the tube are just jerks. Some people don't offer up their seats to pregnant people in the heat."

This move has been welcomed by pregnant passengers who are fed up with carrying baby weight, and the consequential joint pain and other invisible effects, on their journeys. Eliza Peacock, who is eight months pregnant, said: "I've been in situations where I, as a pregnant woman, gave up my seat to a more heavily pregnant woman because nobody else would look up from their phones.