Ball Game-Promoting Urban Initiatives : More Ball Games

London Sport and Saatchi & Saatchi have launched a social advocacy campaign dubbed ‘More Ball Games.’ The goal of this initiative is pretty straightforward as the organizations target the removal of restrictive ‘No Ball Games’ signage across London and wider England.

The ‘More Ball Games’ initiative by London Sport and Saatchi & Saatchi highlights how these prohibitive signs create systemic barriers to physical activity, particularly affecting children from lower-income neighborhoods where access to formal sports facilities may be limited. Research cited reveals concerning statistics in support of this — more than 50% of London’s youth fail to meet recommended activity levels, with over 7,000 restrictive signs currently preventing outdoor play opportunities for approximately 560,000 young residents.

The ‘More Ball Games’ campaign positions play as fundamental to childhood development and advocates for policy changes that would transform public spaces into welcoming environments for spontaneous physical activity.

Image Credit: London Sport and Saatchi & Saatchi