What Do Working Parents Need in Quarantine?

Signs of the Times

Crazy times amiright? Especially for parents locked down at home with little kids. Safety 1st, a leading provider of child safety products and the creators of the original Baby on Board sign, were looking for a way to speak to parents during this unprecedented time.

We gave their iconic baby on board sign a pandemic makeover. So a warning about precious cargo, became a nod to the kind of hilarity only parents and kids cooped up together for months on end can produce. Crazy times call for crazy signs.

How we did it

Audience Insights

Media Strategy & Activation


Creative Development

Created by parents, for parents, the campaign offers empathy and levity through assets including both video and static backgrounds for virtual meetings, as well as Instagram stickers and GIFs to subtly communicate to colleagues what is going on at home during virtual meetings and on their social media platforms. Signs like “Naked Baby Crossing,” “Head in Hands,” “BRB Crying” and “Pumping” poke fun at the highs and lows of parenthood in quarantine.

Download your own sign here.

‘Signs of the Times’ is a reminder to parents to not take things too seriously and to cut themselves a little slack. We are thrilled with how the A&G Creative team was able to bring this message to life.

Jessica Ruscito North America Brand Lead

Oliver Mc Ateer

Let’s pour one out for all those brave souls working from home with tiny humans in their midst.