A guerilla ad campaign has rolled out targeting thousands of ‘no ball games’ signs that pepper London.
Grassroots charity London Sport has teamed up with advertising giant Saatchi & Saatchi to serve a red card to signs in the south of the UK capital. Its aim? To remove barriers to sport and active play.
London Sport estimates each sign deters around 80 young people per year from getting involved in sport, and with some 7,000 dotted around the capital, that leaves around half a million kids on the subs bench.
With support from the local council, the charity modified signs that used to say "No Ball Games" with a "More Ball Games" replacement, even adding basketball hoops for good measure. It hopes the message will spread across the UK and inspire other local authorities and housing association policymakers to provide equal access to free spaces and sport.
"Slowly, across the years, we've been obligated to lock the kids in the house and not allowed them to be a bit free like we used to be growing up," mother-of-three Helena Costa told the BBC. She said it was amazing to see a large group of children playing outside on the estate after a basketball hoop sign was installed.
“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 wellbeing,” said London Sport’s director of fundraising, marketing and communications, Tanya Rabin.