Campaign Context

Sport England, with the support of 15 leading charities and the National Lottery, has launched the inspirational ‘We Are Undefeatable’ campaign to inspire people living with health conditions to get active in a way that’s right for them.

The campaign is being launched to support the one in four (15 million) people in England who live with one or more long-term health conditions, such as diabetes, cancer, arthritis and Parkinson’s and encourage them to get active. 

The campaign kicks off with a 60-second TVC and features a cast of people with real long-term health conditions across England. This will be amplified by a national campaign run across TV, radio, social media and sponsored search, encouraging people to visit the new website www.WeAreUndefeatable.co.uk and use #WeAreUndefeatable for inspiration and ideas on how to get active in ways that suit them.

The Insight

People with long-term health conditions often don’t feel that traditional exercise regimes are for them and are twice as likely to be inactive.

The Idea

Recognising the unique barriers people with health conditions face, the campaign aims to help people build physical activity into their lives, by hearing from others who have become more active through the ups and downs of living with their condition.

TV Launch

The campaign kicks off with a 60-second TVC and features a cast of people with real long-term health conditions across England. Set to the classic track “That’s Life,” the film shows what getting active actually looks like for those with health conditions, including the unconventional exercises they might do and both the struggles and successes they experience.

Social

As well as the main TVC, we have produced 14 social films which have been created to act as mini documentaries. Each of the social films concentrates on an individual from the main film and how they manage to be active through the ups and downs of their conditions. This includes hearing from people like Simone, 33, who was born with a congenital heart defect that led to a stroke at 19. She now tries to walk two miles every day after being encouraged by her doctor, and plays ‘Just Dance’ with her partner, which is often challenging, but always fun.

COVID-19 Response Film

Since the outbreak of COVID-19, protecting the nation’s health is everyone’s highest priority, and We Are Undefeatable are particularly focused on keeping those with long term health conditions safe and well. Our latest work for We Are Undefeatable runs across TV, radio and social and features our cast of people with real long term health conditions getting active in a ways that are comfortable for them. As we navigate through COVID-19, it is more important than ever to focus on what we can do to take care of ourselves and our loved ones.