“That little yellow sign
can’t be ignored.
I’m telling you it’s mighty nice
Each trip’s a trip to paradise
With my baby on board!”
– Homer J. Simpson
A
h the 80’s? When ubiquitous yellow, men-at-work
placards seemed to be suctioned cupped to the back
of everyone’s car window? Simply stating, “Baby on
Board.”
It began in 1984, with seemingly good intentions, by the
Safety First Corporation. However, it did not take long before
it devolved into parody and all sorts of variations began
appearing. Any good intentions were soon drowned out.
New signs cropped up, each trying to out do the other with
outlandish claims, such as, “body in trunk” or “Jedi on Board.”
Prior to the “Baby on Board” campaign there was another
dip into the baby sentimentality pool when the 1982 movie
Fast Time at Ridgemont High featured Jackson Browne’s
“Somebody’s Baby” in its soundtrack. Is it possible that the
Safety First Corporation had this song on their mind when
they created their campaign? I doubt it. But it is possible that
Massachusetts Motorcycle Association (MMA) Chairman Bob
Doiron heard it when he coined the phrase, “Check Twice –
each rider’s responsibility to avoid the latte drinking, texting
Save a Life, Motorcycles are Everywhere!”
“cagers” that proliferate the roads. If they look up from their
Facebook feed, long enough to read the bumper sticker, then
Why do I bring up this comparison? Well, because I’ve always
maybe there is hope. But I am not so sure. There is only one
struggled with the “Baby on Board” approach. Don’t get me
slogan I subscribe to on a regular basis and that is, “Watch
wrong. I love babies. I have two of them who have grown
out for the other guy/gal.”
into fine young girls. All without the aid of a “Baby on Board”
placard. What bothered me about it was the request that we
When I was got hitched to my first wife (full disclosure: she is
should treat a car, with such a sign, more courteously and
still my wife – but calling her my first wife, is just as accurate
safety just because a baby was on board. I believe we should
and yes, I like being punched in the arm every time I say
do that all the time?
it) over 14 years ago, I encouraged her to take the ABATE
(http://www.abate.org) motorcycle course. I never suspected
This is why, I believe, the “Check-Twice” campaign is
she would become a fulltime rider. What I hoped for was that
important, but also almost as silent as the “Baby on Board”
she would gain an understanding about this crazy world of
campaign. I know I am preaching to a choir of riders but it is
riders that I love being a part of . . . She attended her class
6 Thunder Roads Magazine® Colorado
May 2015
www.thunderroadscolorado.com