Since the 1970s, 'No Ball Games' signs have quietly shaped city life in London, restricting play and movement in public spaces. But a new initiative, More Ball Games — launched by London Sport and ad agency Saatchi & Saatchi — seeks to change that. By removing the outdated constraints, the campaign aims to unlock access to free, active spaces, particularly for children in lower-income communities, where over half fail to meet recommended activity levels. The campaign kicked off by attaching a basketball hoop to one of the estimated 7,000 signs.
The initiative addresses a troubling reality: more than half of young Londoners fail to meet recommended activity levels, with children from lower-income communities disproportionately affected by restricted access to spaces for play and movement. Research reveals that each removed 'No Ball Games' sign could benefit approximately 80 children, allowing them to be more active outside. The campaign frames this as not merely about promoting sport, but about dismantling both individual and systemic obstacles to physical activity.
While urban infrastructure projects often take decades to implement, removing these prohibitive signs represents a low-cost and immediate intervention to boost community health and cohesion. Beyond supporting physical health, the campaign acknowledges the vital role of play in childhood development, community building and neighborhood connectivity. By reimagining public spaces and challenging archaic regulations, the initiative aims to spark a cultural shift that prioritizes movement and play as essential components of public wellbeing.
