Sport England: We Are Undefeatable

The We Are Undefeatable campaign 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.

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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.

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. 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.

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. 

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.

We Are Undefeatable received positive coverage when it launched in September 2019, including from Campaign and Give Me Sport.

Tim Hollingsworth, Chief Executive of Sport England said; “You’re twice as likely to be inactive if you have a long-term health condition. We believe we can change that, because our research shows the majority of people with a condition would like to more active. That might be strengthening activities, walking, going to the gym or playing a sport. We are very proud to support our charity partners in delivering this new campaign because we know with the right support, sport and physical activity has the ability to change the lives of people living with long-term health conditions for the better".

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. However, as a result of the We Are Undefeatable campaign, we have raised awareness and significantly increased activity amongst those with long-term health conditions. In fact...

  • 44% of respondents have taken an action after becoming aware of the campaign.
  • From seeing the advert, 69% of people voiced they would like to be more active, rising to 83% when people had seen the campaign across multiple channels.
  • 46% of people said that the advert makes them feel inspired to get active.

FCB Inferno

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 120 at FCB Inferno. The agency’s clients sit across industry sectors and currently include Sport England, BMW, Huawei, AB InBev, Kimberly Clark, the Home Office and the Premier League. FCB Inferno was voted Agency of the Year at the inaugural Campaigns for Good awards. Over the past 4 years we have been recognised at Cannes International Festival of Creativity in categories including Film, Social and Influencer, Mobile, Digital Craft and Brand experience. We received two Grand Prix awards in 2015 and 2016 and were the second most awarded European agency - and eighth in the world - at the festival in 2019.

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