We Are Undefeatable: Helping People Overcome Barriers to Being Active

12 September 2019


15 leading charities have come together for the first time, with support from Sport England and the National Lottery, to launch 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 integrated campaign has been created by FCB Inferno and developed in partnership with Manning Gottlieb OMD and freuds.

An inspiring new campaign—We Are Undefeatable—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. By 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.

Individuals living with a long-term health condition are twice as likely to be inactive despite evidence that being active can help manage many conditions and help reduce the impact and severity of some symptoms. Even small amounts of activity can make a significant difference to overall health and wellbeing.

The campaign, created by FCB Inferno, kicks off with a 60 second TVC which airs from the 2nd September 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.

This will be amplified by a national £3m campaign that has been planned and bought by Manning Gottlieb OMD, and will 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 website offers a range of resources to help people become active in whatever way works for them, at whatever levels of activity. The site also includes a behaviour change tool to help people stick with moving more, which was developed in conjunction with Sport England.

In addition, Manning Gottlieb OMD have brokered a sponsored Twitter trend and a bespoke partnership with ITV’s Loose Women, which will see the faces from the We Are Undefeatable TVC join the show’s hosts to take part in activities to inspire the audience to get active.

Along with the main TVC, FCB Inferno produced 14 social films which have been created to act as mini documentaries ranging from 87 seconds to over 3.5 minutes. Additional 30- and 15- second versions of these films and the TVC which includes some additional and self-filmed footage were created especially for social, including Instagram Stories. All films were produced with Knucklehead and directed by JJ Augustavo. Post-production came from Framestore.

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, demonstrating a deep level of understanding to the target audiences. 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 she plays “Just Dance’ with her partner, which is often challenging, but always fun. Simone has seen a real improvement to her health and wellbeing.

Campaign support packs are also being distributed to every GP surgery and community pharmacy in England as part of a wider programme to support healthcare professionals to promote physical activity to their patients.

FCB Inferno, the agency that created This Girl Can with Sport England, developed the platform of #WeAreUndefeatable to inspire and support individuals into sustainable behaviour change. #WeAreUndefeatable shows the realities of life and doesn’t shy away from the ups and downs. This includes speaking honestly about coping with setbacks and the times it’s hard to get motivated as well as the real benefits and tremendous sense of achievement that comes from reaching goals—big and small.

This included the development of the #WeAreUndefeatable social strategy to create an online community, including the creation of a suite of materials for dissemination across social media and the website. Grassroots outreach to existing condition-specific forums, Facebook groups and micro-influencers is also a key facet. All of this is with the aim of encouraging those with long term health conditions to support each other and build on the awareness generated by the release of the broadcast creative and films.

Led by a collaboration of 15 leading health and social care charities, the campaign is backed with expertise, insight and National Lottery funding from Sport England, the organisation behind the award-winning This Girl Can campaign.

The people who feature in the We Are Undefeatable campaign, and many more people with long-term conditions, were involved in its development from the initial research right through to the design of the campaign films.

The charities behind the campaign include: Age UK, Alzheimer’s Society, Asthma UK, Breast Cancer Care Breast Cancer Now, British Lung Foundation, British Red Cross, Diabetes UK, Macmillan Cancer Support, Mind, MS Society, Parkinson’s UK, Rethink Mental Illness, Royal Voluntary Service, Stroke Association and Versus Arthritis.

See More