My initiative is designed for and delivered in London
Yes
I am 18 years of age or above, by the application deadline.
Yes
My organisation is a registered UK entity and has a London-based address.
Yes
My organisation is a non-profit (e.g. school, university, or local authority) — not a for-profit, which can only join as a partner.
Yes
If there is a for-profit organisation as a partner in my initiative, they work on a cost-recovery basis only.
Yes
My solution is implemented at scale, or if not, I have a clear business plan, a minimum viable solution (prototype, pilot, or proof of concept), evidence of access to a lease for the space you are leveraging, and evidence of work or impact in London within your coalition.
Yes
I am aware that, if I am submitting more than one application to a Challenge run by Ashoka and Go! London, only one of them is able to progress through the stages.
Yes
Are you an employee (and their children and grandchildren) of Ashoka or any of its respective affiliates and participating advertising and promotion agencies?
No
I have read and accepted the Challenge Terms & Conditions.
Yes
First Name
Ruth
Last Name
Roberts
Pronouns
She/Her
Email address
I would like to receive notifications and updates about Go London!, Ashoka, Ashoka Changemakers, and other Ashoka opportunities.
1
Are you an Ashoka Fellow?
No
Are you applying from an organization founded by an Ashoka Fellow?
No
If you are applying from an organization founded by an Ashoka Fellow, please specify the name and organisation of the fellow below.
Lead Organisation Name
The Bromley by Bow Centre
Year that you started/ registered your organisation
1994
Initiative Title
Play & Belong: Activating Estates and Parks for Children and Young People
My initiative is designed for and delivered in London
1
Website URL(s) or Social Media Handles
www.bbbc.org.uk
Initiative Stage
Growth (You’ve moved past the very first activities; working towards the next level of expansion.)
Sectors/Themes: What topic does your project most directly relate to?
Children & Youth
Initiative Summary: Describe your initiative in one sentence
Play & Belong will unlock under-used estate, park and other spaces in North East Tower Hamlets by combining regular community-led sessions with a Play Leader training pathway for parents, increasing access to safe, welcoming physical activity for children and families.
The Problem: What problem are you helping to solve and who will benefit the most from your solution? How close are you to the problem and/or community impacted?
North East Tower Hamlets is an area where many children and young people face multiple, overlapping barriers to healthy development. Tower Hamlets has England’s highest proportion of children living in poverty, 71.3% (IDACI, Indices of Deprivation 2025). Poverty limits families’ ability to afford healthy food and paid activities, and makes it harder to travel to safe spaces—widening health inequalities. The borough is also extremely constrained in terms of physical space. The population density is 15,695 residents per km² the highest in England and Wales, and many families live in overcrowded homes (nearly 20% of households have fewer bedrooms than needed). Welcoming places to play and be active are limited. These pressures are strongly linked to poor local health outcomes: the Council reports that excess weight more than doubles between Reception and Year 6, with over 2 in 5 Year 6 children overweight or very overweight. The borough’s 2025 Children and Young People’s Mental Health Needs Assessment also highlights very low physical activity—only 32% of children and young people are classed as ‘active’. This matters because play, physical activity and strong social connection between children, parents and peers are protective factors for health and wellbeing, and help build lifelong habits and resilience. We have been working in this community for over 40 years. Everyday, we see first-hand how limited access to safe, inclusive play and activity spaces affects children’s confidence, connection and life chances. Those who will benefit most are children and young people facing the greatest barriers—particularly those living in poverty, in overcrowded housing, and those least likely to access safe, affordable opportunities to be active.
Your approach: How are you/ will you addressing the problem outlined above? How does your solution unlock or reimagine access to spaces for sport and physical activity? What role do landowners, local authorities, or other decision-making stakeholders play in your approach? We'd love to know about the origin of your idea, and what was your "aha" moment" that led you to take action?
We will create a neighbourhood “Play Network” across North East Tower Hamlets that reimagines everyday places as welcoming, safe and active spaces for children and young people. Our approach combines: (1) anchor spaces where play and physical activity reliably happens (Bob’s Park at the Bromley by Bow Centre, Tower Hamlets Cemetery Park, and 2–3 estate-based micro-hubs in communal courtyards/shared areas), and 2) a people-led activation network that makes these spaces consistently used, visible and inclusive. This activation network will train and support local Play Leaders (volunteers and emerging community leaders) to host regular, low-barrier play and physical activity sessions across multiple sites, and to build trust with families who are least likely to participate. Play Leaders will welcome families, explore safe use of public space, and work with residents to reduce concerns about safety, conflict and belonging. This directly tackles structural barriers that keep families from using spaces: cost, low confidence, perceived safety, and fragmented ownership/permissions. To build lasting local capacity, we will develop a Play Leader training pathway and qualification for local volunteers, enabling consistent activation across multiple sites. We will also offer Paediatric First Aid training for parents/carers, increasing confidence to take part in outdoor play and support others to do so safely. Our “aha” moment came from listening to local families: the need was not only for “more activities”, but more child-friendly environments and reimagined public spaces that make play part of everyday life.
Collaboration with young people and the community: In what ways does your initiative engage young people and community members closest to the problem? What role do they play in building the solution you deliver?
Our initiative is built with the families and young people closest to the barriers we are trying to shift. Local residents are leaders and partners in this work, making the impact possible and sustainable. We will run parent-led co-design workshops to choose the spaces to activate, identify barriers (safety, confidence, cost, access) and shape what “welcoming” looks like for different ages and communities, building on our PlayWell Pop-Ups model (including two parent co-design workshops and co-produced session planning). Children’s voices are included through family sessions and parallel children’s activities during in-person workshops, as we have done in other co-production work. Community leadership and delivery: Local volunteers will be trained through a Play Leader pathway so they can co-lead sessions across estates and parks, helping to sustain activity beyond staff-led delivery (e.g., peer play leader training has been a central feature of our recent play work). This creates a visible, trusted “people network” that makes spaces feel safe and inclusive. Ongoing feedback loops: We will deliver regular cycles of feedback loops using well practiced facilitation tools. We will adapt sessions and space activation quickly in response , consistent with our participatory approach. Specific examples: In our Parent Power work, parents led the process and decision-making, and described how quickly relationships formed: “as soon as we came in… we clicked, talking, joking, laughing”. In Active Together, families shaped delivery and described wider benefits of being active together and more connected as a family.
Potential for/Evidence of Impact: How do you imagine your initiative will make a difference in unlocking spaces for and access to physical activity and sport so far? If you have already implemented it, what difference have you made so far? What is the impact your initiative has had , and or what impact do you envision having in the future?
Our impact is about changing how local spaces are used: from under-used or “not for us” places into welcoming, routinely activated environments where families can be active together. Evidence so far: our recent PlayWell Pop-Ups delivered 14 sessions, generating 637 attendances (270 adults; 239 children aged 0–5; 128 children aged 7–12) and reaching 552 unique people across estates and local spaces. Sessions included seasonal and themed activations (e.g., Diwali, Halloween, Forest School, Messy Play, Play Trail co-production, and training). This demonstrates we can quickly activate places, reach families locally, and create repeat use. We also built long-term habits around family based physical activity through Active Together (2018–21). We supported 182 families (451 participants), with 88% living in the 10–40% most deprived postcodes. Families rated the programme 9.5/10 for likelihood to recommend and reported improved confidence, wellbeing and connection. “We are getting active together as a family and before we didn’t play as a family, it felt like a miracle”. With Go London support we will regularly activate 2–3 local sites plus regular sessions in Bob’s Park and Tower Hamlets Cemetery Park. A cohort of Play Leaders will be trained to provide local capacity. Over a 6–9 month period we expect to deliver 40+ activations and engage hundreds of children/young people and carers. We will evidence scale and depth through attendance/footfall counts, repeat participation, short pulse surveys on perceived safety/belonging and activity confidence, and 3–5 case studies. Longer term, stewarded spaces and local leadership will increase routine use of neighbourhood assets, strengthen social connection between children and parents, and contribute to health outcomes.
Innovation: What is different about your initiative compared to other solutions that are already out there? How is your approach original and innovative?
Our innovation is not a new “programme of sessions”. It is a replicable space and stewardship model that changes how everyday places in North East Tower Hamlets are governed, perceived and used by families for play and physical activity. 1) Reimagining overlooked space as a neighbourhood play assets: We activate a connected set of sites—estate courtyards/GP waiting areas, alongside anchor public spaces (Bob’s Park and Tower Hamlets Cemetery Park)—turning places that can feel “not for us” into welcoming, routine play environments. This responds directly to what local families have asked for: more child-friendly environments and time spent “re-imagining” public spaces to make play part of everyday life. 2) Unlocking access through people, not just infrastructure: We will build a Play Leader training pathway and qualification so local volunteers can host and sustain activity across multiple sites. This shifts power and capability into the community, creating visible, trusted leadership that increases confidence, safety and belonging—key barriers to consistent use. 3) Changing structures, not only behaviour: We bring site owners and decision-makers into a shared operating model—housing providers/estate managers, parks teams and other local partners—using common permissions, safeguarding and maintenance agreements so spaces are unlocked and kept open, rather than depending on one-off events. 4) Embedding sustainability from the start: We test a blended funding pathway (e.g., housing providers, public health, parks and local philanthropy) to sustain Play Leader capacity beyond the grant, rather than creating short-term activity that ends when funding ends.
Viability and Scalability: How are you setting your initiative up for success, and what is your plan to ensure operational sustainability of your solution and its impact? What are your ideas for scaling your initiative to the next level?
We will set the initiative up for success by starting with a tightly scoped pilot with confirmed site access and agreements in place, then codifying what works into a model that can be replicated. Operational viability: We will begin with confirmed anchor spaces (Bob’s Park at the Bromley by Bow Centre and Tower Hamlets Cemetery Park) and agree delivery access for 2–3 micro-hubs. We will secure permissions and operating agreements with landowners or decision makers, covering safeguarding, risk assessments, storage, maintenance and escalation routes. Delivery will be led by experienced staff providing oversight to volunteers ensuring consistency, safety and quality. Sustainability: we will develop a funded ‘activation’ model to sustain Play Leader capacity beyond the grant, exploring blended income such as contributions from housing providers, local authority/public health investment, parks partnerships and local philanthropy. During the pilot we will test what partners value most (e.g., increased use, improved resident satisfaction) and use this to build a credible ongoing funding proposition. Monitoring and learning: We will use simple, low-burden monitoring to demonstrate value (attendance/footfall, repeat participation, perceived safety/belonging, parent confidence, and short case studies), and hold review points with landowners and community representatives to adapt delivery. Scaling to the next level: By the end of the pilot we will produce a replicable toolkit (permissions templates, risk assessments, training materials and session formats) and a costed “activation package”. We will then expand to additional estates and parks in North East Tower Hamlets, and support partner organisations to adopt the model elsewhere through shared learning.
Roles and Responsibilities: Describe how responsibilities are shared among your team or partners.
BBBC (lead applicant/accountable body): overall governance, finance and reporting; convene partners; hold safeguarding responsibility; oversee delivery quality and learning. Project Lead/Coordinator: day-to-day management across sites (timetable, logistics, kit); manage relationships and written agreements with landowners (estate managers/housing providers, parks teams, GP/community health sites); coordinate co-design and communications. Volunteer Management: recruit, onboard and support Play Leaders (supervision, retention, progression, safeguarding checks). Play Support Workers: deliver and supervise sessions across estates and parks; engage families facing the greatest barriers; support volunteers; ensure inclusion and safe practice. Community Artists: provide creative input that makes spaces welcoming; co-facilitate playful movement activities and co-created elements. Early Years Trainer / accredited learning providers: deliver Play Leader training modules and Paediatric First Aid for parents/carers. Impact Manager: monitoring, evaluation and learning; ‘you said / we did’ feedback loops; leading focus group session and production of case studies. Partners/decision-makers: Housing providers/estate managers confirm access, site arrangements and maintenance; Council parks/public realm confirm permissions and site rules; local GP practices/Bromley by Bow Health support access to suitable sites and signposting; schools/youth/community partners promote and refer families and provide feedback. The replication toolkit will be developed by the project lead with input from volunteers, partners and the Impact Manager.
Upcoming Milestones: Please provide an overview of the milestones that are required for your initiative to come to fruition/to grow.
Month 0–1: Mobilisation and permissions • Confirm pilot footprint (2–3 estates + Bob’s Park + Tower Hamlets Cemetery Park + any additional agreed community/GP sites). • Secure agreements with landowners/decision-makers (access, safeguarding, risk assessments, storage, maintenance and communications). • Recruit core delivery staff and confirm partner working group / liaison points. Month 1–2: Co-design and setup • Run community co-design sessions with parents, children and young people to shape activities, inclusion priorities and “what welcoming looks like” in each space. • Baseline snapshot: current use/footfall and perceived safety/belonging in each pilot space (light-touch surveys/observations). • Finalise delivery timetable, session formats and site-specific risk plans. Month 2–3: Workforce development • Recruit and onboard volunteer cohort. • Begin exploring Play Leader training, scoping the curriculum (including inclusive play facilitation, safeguarding, and risk-managed use of public space). • Deliver Paediatric First Aid training to a first cohort of parents/carers (targeted to pilot estates and regular park users). Month 3–8: Delivery and iterative improvement • Launch regular activations across the Play Network (estate micro-hubs + parks + any additional agreed sites). • Run monthly “you said / we did” feedback loops with families and Play Leaders; adapt delivery and space use in response. • Convene quarterly reviews with landowners/decision-makers to remove barriers and strengthen long-term access. Month 7–9: Consolidation, sustainability and scale planning • Evidence impact: participation, repeat use, perceived safety/belonging, confidence to be active; develop 3–5 short case studies. • Agree sustainability pathway with partners (e.g., blended funding / co-investment for ongoing Play Leader capacity). • Produce a replicable toolkit (permissions templates, risk assessments, training materials, activation model) and identify next sites for expansion.
Capacity-Building Participation and Support Funding: If you were to make it as a finalist, you will be required to participate in an 8-week capacity building programme. If funding/ cost is a barrier to your participation, we may be able to offer up to 10,000 GBP of grant money available to support you. Please break down below, if it is the case, what costs you would incur and you would need covered. (Please note that there are restrictions on how the grant money may be used; please refer to the T&Cs for further details.
Capacity-building participation & support funding 1) External play support workers (self-employed) to enable prototype testing (£3,500) • Sessional delivery support during the refinement period to test activation formats across pilot spaces, gather feedback, and refine the operating model. 2) Training and development costs to establish the Play Leader pathway (£2,500) • External trainer/facilitator costs to design and deliver modules (inclusive play facilitation, safeguarding in open spaces, risk-managed outdoor play). • Accreditation/assessment fees and training materials. 3) Paediatric First Aid training delivery (external provider) (£1,200) • Accredited external provider to deliver parent/carer courses that support safe participation and build confidence. 4) Co-design, research and user testing costs (£1,300) • Participant involvement costs to ensure parents/young people closest to the barriers can shape refinement (e.g. space and venue hire, travel, childcare, translation/interpretation). 5) Prototype / testing materials (£1,000) • Temporary, movable play and activity equipment and/or low-cost “space activation” materials used for prototyping and iteration (not permanent capital works). 6) Specialist consultancy support (£500) • Targeted external input to finalise: permissions approach, risk management across sites, and/or the sustainability/partnership funding proposition. Total requested: £10,000 Justification All costs are directly linked to project development (testing, prototype delivery, research/user insight, and external expertise) and exclude salaries of partnership members, in line with the T&Cs.
