Entered By: London Sport

More Ball Games is a purpose-driven campaign from London Sport, delivered in partnership with Saatchi & Saatchi, that transformed the familiar “No Ball Games” sign into a rallying cry for play, equality and children’s health. With over 560,000 young Londoners living in areas restricted by more than 7,000 signs, the campaign reframed a long-standing symbol of exclusion as a social justice issue. With no paid media, it used creative PR, community storytelling and influential voices to spark national debate and inspire change. Launch events across estates and community venues amplified lived experience, while advocacy secured council commitments, MP engagement and parliamentary recognition. The campaign achieved major cultural and media impact, shifted public attitudes, and supported the removal of barriers in London’s most deprived communities. More Ball Games shows how creativity, insight and partnership can drive meaningful policy and social change.