Global advertising agency Saatchi & Saatchi partnered with London Sport, a charity helping Londoners live longer, healthier, and happier lives through physical activity, on a pro-bono basis to launch the More Ball Games campaign in March 2025.
Saatchi & Saatchi believe in the power of creativity to drive social change. After London Sport’s 2024 call to remove “No Ball Games” signs gained media attention, the agency approached the charity to transform this policy idea into a bold national movement capable of sparking the change London urgently needs.
The campaign addressed a stark issue: 58% of young Londoners fail to meet recommended activity levels, with inactivity concentrated in deprived communities where more than 7,000 signs restrict play. These signs are more than metal plates – they symbolise exclusion, sending the message that play is unwelcome, even on a child’s doorstep.
More Ball Games calls on policymakers, local authorities, and housing associations to replace outdated bans with environments that embrace play as a right. Launched in Lambeth, the campaign quickly gained national visibility and political backing, with other boroughs now joining the initiative.
Saatchi & Saatchi contributed creative expertise, while London Lions basketball team added cultural resonance. Together they empowered London Sport to deliver an insight-driven campaign that captured headlines, sparked political debate, and began driving systemic change.
More Ball Games demonstrates the power of purpose-led partnerships to deliver cultural impact- advancing London Sport’s vision of a healthier, fairer, more active city and showing how sponsorship can unlock meaningful social progress.
