When we set out to challenge London’s “No Ball Games” signs over a year ago, we weren’t just launching a campaign – we were trying to shift a mindset.
Today, I’m incredibly proud that More Ball Games has been recognised as Campaign of the Year at the Sports Industry Awards. But the award isn’t the story. What matters is what it represents: a reminder of what’s possible when creativity, purpose, and partnership genuinely align.
Because for over 560,000 children in London, “No Ball Games” signs are a daily barrier to play, physical activity and belonging. More Ball Games flipped this symbol of exclusion into a national movement for change.
A simple idea that unlocked something bigger
At its heart, More Ball Games was remarkably simple: take a symbol of restriction and turn it into a rallying cry.
But what made it work wasn’t just the idea – it was how that idea was brought to life.
With pro bono support from Saatchi & Saatchi, we saw what purpose-led creativity – and true partnership – can really do. With no paid media, the campaign relied on storytelling, community activation, and cultural relevance to travel further than we could have bought.
It sparked national conversation, generated over 170 million in reach, and reframed a long-accepted norm into a social justice issue.
That doesn’t happen by accident.
A partnership built on a shared purpose
Too often, partnerships are built for optics, not outcomes. Our partnership with Saatchi & Saatchi was the opposite.
From the outset, it was grounded on shared ambition:
- A charity focused on tackling inequality through physical activity
- A creative agency committed to proving the commercial and societal value of purpose-led work
- A network of community organisations, local authorities, athletes and advocates who believed in the cause
Together, partners carried the message into communities, media, and policy conversations.
That collective effort is what turned a campaign into something with cultural and political weight – a movement that started in local estates and reached Westminster.
For me, that’s the real takeaway: meaningful partnerships don’t just extend reach – they fundamentally shape impact.
Where we’ve got to – and why it matters
We’ve already seen tangible change.
Councils are acting. Since the campaign launched, hundreds of “No Ball Games” have come down. In Lambeth, the majority of signs have been removed, and other boroughs – including Barnet and Haringey – have also removed signs. More councils are now reviewing or committing to change, and other cities are beginning to follow.
The issue is influencing national policy. The Culture, Media and Sport Committee in the House of Commons published its ‘Game On: Community and School Sport’ report, backing our campaign with a recommendation that the Government introduce new laws to remove unnecessary “No Ball Games” signs and unlock space for children’s play.
And this is why it matters: removing these signs helps turn everyday spaces into places where young people, particularly those from the most deprived communities, feel welcome – to play, have fun, and be active on their doorstep. That has a real impact on physical and mental health, on confidence, and on creating a sense of belonging in communities.
But we’re nowhere near finished
Removing these signs is just the first step. London Sport is committed to working with partners to create a future where everyone – no matter their postcode – has the right to play, move, and thrive, and to live longer, healthier and happier lives as a result.
That means working with councils, housing associations, communities, developers, asset owners, public health teams and others to reimagine local spaces – and create more opportunities for people to be active on their doorstep.
London’s political landscape may have shifted, but that brings fresh opportunities to place physical activity and healthier communities higher on the agenda.
The opportunity now is to scale what we’ve started – to move from moments of change to systems of change.
An open invitation
If you’re working in a space where place, health, community or social impact matters and you’re interested in how we can take this further – then please get in touch.
Because there are still thousands of signs up across the capital – and the country. And more importantly, there are millions of young people whose environments still don’t make it easy – or safe – to play.
We’ve shown what’s possible when organisations come together with a shared purpose. Now we need to scale it.
