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Project information

White City Adventure Play Project

This project provides free, open access play opportunities for children between the ages of 8 and 14. We also have a volunteer scheme for young people in the community, and have registered 400+ children since taking on the project in July of 2017.

August 2018 - September 2018

Charity information: Play Association Hammersmith and Fulham

Play Association Hammersmith and Fulham logo
  • Need


    In the White City community safe and stimulating play opportunities are scarce. Crime rates are high, and anti-social behaviour affects children's opportunities to play freely. We're combatting this issue by providing a safe and stimulating place for free play to take place.


    Our project provides an enjoyable space where parents can happily leave their children to play freely, to build relationships with peers, and to engage with others in a similar age range, from a diverse variety of backgrounds. Our play staff provide friendly, approachable faces within the community, and have had overwhelmingly positive feedback with regards to how much safer children feel in the community because of their presence. Play is a right, and White City play project supports this.

  • Aims

    Aim 1

    Provide an exciting place for children to play freely.


    » Arts and crafts - a wide range of arts and crafts activities led by our talented play team.
    » Sports and recreation - we have the use of sports resources/equipment, and the use of an astro-turf multi usage games area.
    » Building - some children simply want to build! Our structures on site have been built by the staff and by the children using the project.
    » FREE PLAY - all children are encouraged to play freely, and lead their own play activities. We also offer a wide range of other activities.

    What success will look like

    Attendance numbers - in an open access provision high attendance numbers reflect children's motivation to attend the project.

    Aim 2

    Provide a safe place for children to play.


    » Our play team on site are extremely welcoming to children of all backgrounds and are approachable in their nature.
    » Ensure that anti-social behaviour is dealt with, and that this kind of behaviour does not affect children wanting to attend the project.
    » We only allow children within our agreed age range to access the project, to ensure younger children can play freely without feeling threatened.
    » We regularly review our policies and procedures to ensure that our practice is of a high quality, and meets the needs of all of our children on site.

    What success will look like

    Feedback forms and surveys will confirm that we are in fact providing a safe place for children to play.

    Aim 3

    Provide parents with respite by taking care of their children in their absence.


    » Our professional approach to child-care and play work means parents feel comfortable leaving children in our care.
    » We regularly communicate with parents about their child's progress with us, and keep them well at all times.
    » We regularly review our policies and procedures to ensure that our practice is of a high quality, and meets the needs of parents.
    » We create behaviour plans for children who are misbehaving to work alongside parents with efforts to correct negative behaviour.

    What success will look like

    Feedback forms and surveys will confirm that we are in fact achieving this aim.

    Aim 4

    Improve the atmosphere in the community through our work on the project.


    » Our staff positively represent the project when on site, and off site by being good role models, and by being approachable in the community.
    » Our committment to providing high quality play opportunities for children in the community have been well recieved by community members.
    » The attraction of our services removes children from 'the streets' and encourages them to engage in positive behaviour, rather than negative.
    » Our play staff impress upon children the importance of kindness and respect, which the children will replicate in the community.

    What success will look like

    Surveys will be taken within the community to gage the community perceptions of youth activity before, and after our project beginning.

    Aim 5

    Combat attitudes towards aventure play - generally percieved as vague, and unorganised (staff wise).


    » Proving that we are a professional and reliable organisation, through high quality delivery.
    » Having all of our policies and procedures up to date, and available at request.
    » Having solid responses in place for circumstances whcih require responsive action on our part (e.g. dealing with violence).
    » Being consistent in our approach, while always reflecting and reconsidering how we can be more effective in our work.

    What success will look like

    Feedback forms and surveys will provide evidence for this.

  • Impact


    Children will have had genuine childhoods (childhoods including play), and will have learnt important lessons about positive engagement and relationship building. Families will have had necessary respite. Children will have been able to develop their skills, find their talents, and explore their interests in a safe and stimulating environment. Overall, the project will improve the lives of children, and will improve the atmosphere in the White City community.


    With adventure play there will always be risks. Children learn from taking risks, but where safety is important our play-workers conduct dynamic risk assessments during play, and site/maintenance checks prior to play beginning (children arriving on site). Anti-social behaviour can have a huge negative impact on projects like ours, which is why our play-workers are trained, and well informed to deal with incidents, disclosures, and concerns effectively.


    We will report to donors through our social media channels, and through identifying the most effective means of communication available to us. We will also invite donors to visit the project and see for themselves the important impact their donations have had for the project.

  • Budget

    Budget - Project Cost: £7,500

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      Amount Heading Description

    Current Funding / Pledges

    Source Amount
    JOHN LYONS £2,500 Guaranteed
  • Background


    White City estate, situated slightly North of Shepherd's Bush in the London Borough of Hammersmith and Fulham is one of the capital city's most deprived areas. The area has many families, children and young people, yet scarce opportunities for children to play freely and safely. Crime rates in the area are high, as to is police presence. Our project is situated in the heart of the White City housing estate, and was recently referred to as the 'heart' of the community by a parent in the area.


    Families, children, young people in the immediate sense, and as the ripples of our important work and interventions become clearer, wider groups within the community will also benefit from the project. Children will have their play opportunities, young people will have volunteering opportunities, and families will have respite from one another in the healthiest sense. Members of the community will also feel happier knowing that children in the community are playing rather than loitering.

  • Why Us?

    Why Us?

    Over the past nine months the play team have built an active, friendly presence on the project, and are extremely well liked by the children using the project, and in the wider community. Our organisation's mission is to provide children with life-enhancing, high quality, safe and stimulating play opportunities. This aligns with what has always been the ethos at White City play project, and we bring fresh ideas and approaches to a project which has formerly struggled.

    Read more about the Charity running this project.


    Kerry Clifford

    Play Leader - A West Londoner, born and bread, Kerry brings a determined approach to the project, along with years of childcare/play-work experience.

    Rob Carroll

    Project Coordinator - Rob brings a wealth of play knowledge, and an understanding of how to improve engagement opportunities for deprived communities.