Global advertising agency Saatchi & Saatchi partnered with London Sport, a charity helping Londoners live healthier and happier lives through physical activity, on a pro-bono basis to launch the More Ball Games campaign in March 2025. The campaign addressed a stark issue: 58% of young Londoners fail to meet recommended activity levels, with inactivity highest in deprived communities where over 7,000 “No Ball Games” signs restrict play and symbolise exclusion.
The idea originated from London Sport’s 2024 call to remove these signs. Saatchi & Saatchi saw the chance to amplify this message through the power of creativity and PR – transforming a restrictive notice into a rallying cry for inclusion. By reframing “No Ball Games” as “More Ball Games,” the campaign turned a policy ask into a cultural symbol of children’s right to play.
With no paid media budget, success relied entirely on PR. Through storytelling, earned media, and partnerships, the campaign achieved national press coverage, viral social conversation, and political traction. Launched in Lambeth, it quickly spread across London, with other boroughs joining and policymakers committing to review outdated signage.
Saatchi & Saatchi’s global influence ensured the campaign resonated widely – engaging policymakers, funders, and media while remaining rooted in the lived realities of affected communities. Its cultural relevance extended reach further, striking a chord with the public, industry, and creative audiences. Together, we proved how PR can drive systemic change: raising awareness, inspiring public debate, and securing tangible policy progress towards a healthier, fairer, more active London.
