A charity that aims to help Londoners lead longer, healthier and happier lives through sport and physical activity has announced a partnership with an advertising agency.

London Sport’s collaboration with Saatchi & Saatchi heralds the launch of a new campaign, More Ball Games, to unlock sport, play and physical activity for all.

With an estimated 7,000 ‘No ball games’ signs across London alone, a new Banksy-styled campaign has been rolled out in Lambeth to shine a spotlight on the city’s youth inactivity crisis and the role that these signs play in it.

According to the charity, each ‘No ball games’ sign deters an estimated 80 young people from engaging in sport and physical activity – which could have led to more than half a million young people being discouraged from playing and staying active.

With the support of the London Lions basketball team, the charity helped local youngsters transform an infamous ‘No ball games’ sign into an invitation for play. The first reimagined sign – now a fully functional basketball hoop – was unveiled at the Mursell Estate in Lambeth.

A film, directed by Rory Peyton Jones and Elliot Lee, captures the reality of ‘No Ball Games’ signs and exposes the impact on the most deprived communities, where many children grow up with limited access to play and recreation.

The hero basketball hoop at the Mursell Estate was designed to showcase a joint pledge between London Sport and the local council, that is proudly displayed on the backboard. The pledge is a contractual commitment to reclaiming spaces for play and revitalising communities.

London Sport is using the campaign to lobby policymakers to take urgent action to ensure that children and young people—regardless of their background, household income or postcode—has access to free spaces where they can play, move and be active close to home. However, this will not be possible without policy shifts that remove barriers, starting with the removal of ‘No Ball Games’ signs, the charity says.

Members of the public are invited to join the More Ball Games movement and sign a petition to demand the removal of ‘No ball games’ signs, reimagine public spaces and commit to removing systemic barriers to play, sport and physical activity, particularly in disadvantaged communities.

Brands who share London Sport’s vision to create healthier futures for young people are encouraged to join the More Ball Games movement and work with the charity to drive change together.

Franki Goodwin, CCO, Saatchi & Saatchi, said: “No Ball Games signs are a ban on play, a ban on health and a ban on fun. They are placed in the heart of communities full of kids. When you stop to think about how damaging and pernicious they are you can’t believe they have endured for 50 years. We are so proud to partner with London Sport to reclaim these spaces and to turn them into resistance movements. We believe this work will drive real social change and we’re honoured to be a part of London Sport’s mission and help tackle the physical inactivity crisis in the capital.”

Tanya Rabin, Director of Fundraising, Marketing and Communications at London Sport, said: “Thanks to Saatchi & Saatchi, this campaign will help us elevate the issue and strengthen our advocacy efforts. This is not just about removing signs – it’s about creating a culture shift that prioritises play, movement and physical activity as essential to healthy childhoods, thriving communities, and public well-being.

“We can’t do this alone and so are calling on other like-minded organisations to join us in collective action towards a healthier city.”

You can find out how your organisation can join the More Ball Games movement by contacting London Sport here.