More Ball Games

More Ball Games set out to change policy, behaviour and sentiment around children’s right to play in London. Led by charity London Sport and delivered in partnership with Saatchi & Saatchi and Taylor Herring on a pro bono basis, the campaign tackled the widespread use of outdated ‘No Ball Games’ signs – a powerful symbol of exclusion disproportionately affecting children in deprived communities.

More than 7,000 such signs exist across London, each restricting opportunities for up to 80 children to be physically active. At a time when 58% of young Londoners fail to meet recommended activity levels, London Sport identified sign removal as a practical, easy to implement policy-backed intervention that could unlock systemic change. However, the issue lacked public visibility and political urgency. Launched in March 2025, More Ball Games transformed the problem into a positive, high-impact act of advocacy. ‘No Ball Games’ signs were converted into functioning basketball backboards, co-signed by local authorities to symbolise official commitment to change. These installations became the catalyst for a coordinated earned-first campaign spanning media, community mobilisation and political engagement. With no paid media, the campaign generated 174 million reach, influenced councils and MPs, and secured tangible policy outcomes – including Lambeth Council committing to removing all of its signs within a year. The campaign has been referenced in parliamentary debate, policy reports and select committee evidence. More Ball Games demonstrates how creative advocacy, grounded in data and community insight, can shift public sentiment, influence policy and deliver measurable social change.