Problem: many people - men in particular - fear offering up a seat on the tube/subway/metro for fear of confusing a pregnant lady with a non-pregnant fat lady. The result is that it's prefereable to be inconsiderate to the expectant mother than risk offending the merely overweight.
Solution: London Underground came up with this genius bit of choice architecture to help us all: a button badge that broadcasts your status as mum-to-be. If I know you're definitely pregnant, I can offer my seat risk-free.
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