Saatchi & Saatchi & London Sport partner for ‘More Ball Games’ campaign to champion play

London Sport has partnered advertising agency Saatchi & Saatchi to launch a compelling new campaign, More Ball Games, to highlight the need for unlocking sport, play and physical activity opportunities for all. The campaign will lobby policymakers to take urgent action to remove outdated and restrictive ‘No Ball Games’ signs that stifle play, physical activity, and community connection across London and England.

It is estimated that around 7,000 “No Ball Games” signs remain across London alone.

The “Banksy-style” campaign looks to remove the thousands of signs, or amend them to “more ball games”, across London – and eventually across the UK.

The campaign was launched in Lambeth, South London, where – with the support of the London Lions basketball team – London Sport helped local youngsters transform an infamous ‘No Ball Games’ sign into an invitation for play.

The first reimagined sign, now a fully functional basketball hoop, was unveiled at Lambeth’s Mursell Estate.

Members of the public are invited to join the More Ball Games movement and sign a petition ([www.change.org/p/join-the-more-ball-games-movement-reclaim-physical-activity-movement-and-play](https://www.change.org/p/join-the-more-ball-games-movement-reclaim-physical-activity-movement-and-play)) to demand the removal of No Ball Games signs, reimagine public spaces and commit to removing systemic barriers to play, sport and physical activity, particularly in disadvantaged communities.

Companies and brands are also encouraged to join the More Ball Games movement and work with the charity to drive change together.

No Ball Games signs are a ban on play, a ban on health and a ban on fun

Franki Goodwin, CCO, Saatchi & Saatchi said: “No Ball Games signs are a ban on play, a ban on health and a ban on fun.

“They are placed in the heart of communities full of kids. When you stop to think about how damaging and pernicious they are you can’t believe they have endured for 50 years.

“We are so proud to partner with London Sport to reclaim these spaces and to turn them into resistance movements. We believe this work will drive real social change and we’re honoured to be a part of London Sport’s mission and help tackle the physical inactivity crisis in the capital.“

Tanya Rabin, Director of Fundraising, Marketing and Communications, at London Sport, added: “Thanks to Saatchi & Saatchi, this campaign will help us elevate the issue and strengthen our advocacy efforts. This is not just about removing signs – it’s about creating a culture shift that prioritises play, movement and physical activity as essential to healthy childhoods, thriving communities, and public well-being.

We can’t do this alone and so are calling on other like-minded organisations to join us in collective action towards a healthier city.”