‘MORE BALL GAMES’ Campaign

London Sport – a charity dedicated to helping Londoners live longer, healthier, and happier lives through sport and physical activity – partnered with Saatchi & Saatchi on a pro-bono basis to launch the More Ball Games campaign in March 2025. The campaign seeks to unlock access to sport, play, and physical activity for everyone, regardless of background, income, or postcode.

More Ball Games calls on policymakers and decision-makers to urgently remove outdated and restrictive ‘No Ball Games’ signs that discourage play, physical activity, and community connection—particularly in the places where children live and play, such as housing estates, parks, and public spaces.

These signs send a damaging message: play is not welcome. They disproportionately affect children in deprived areas, worsening health inequalities and limiting opportunities for active, healthy childhoods.

As the Government considers widespread reform, More Ball Games has sparked a national debate, with widespread coverage in the media and online, about how we reimagine our public spaces to better support young people. Removing these signs is a vital first step in addressing the systemic barriers that prevent many children from being active, marking the significance of London Sport’s bold push to tackle inequality through sport, play and physical activity.