We Are Undefeatable is the campaign led by a collaboration of 16 leading health and social care charities, along with national lottery funding and expertise from Sport England, to support and inspire some of the 43% of people in England who live with a health condition to be active in a way that works for them.
One of the campaign’s key messages is to make those with long-term health conditions aware that all forms of exercise count, no matter with who, where or how. Bringing this message to life, FCB Inferno were tasked with showcasing the variety of ways people can get active alone or with those in their immediate (and safe) circles such as friends, family or carers.
The second instalment of ‘We Are Undefeatable’ captures the myriad of little ways that people with long term conditions get active (no matter how little) and the vital role that friends, families and carers can play. Bringing to life the realities of those most impacted by the pandemic aims to inspire those who see it to build activity into their lives to help manage their long term health conditions.
The campaign captures a variety of intimate moments in the lives of our audience. Ranging from the bravery to exercise in water following a mastectomy to overcoming the barriers of Parkinson’s to play football; we show how they manage their condition through activity. It spans the breadth of those who are just starting their journey to those who are returning to activity after time away and tells their stories in their own words.
The work is fully integrated across a range of media, articulating the central message of promoting exercise for those with long-term health conditions. The dynamic out-of-home campaign allows for hyper-relevant posters to be targeted at our audience. The Home Games Press campaign shows the limitless exercise boundaries for those with long term health conditions with a 10-week exercise programme run by 2 Paralympians.
Sharon Jiggins, EVP at FCB Inferno, said: “Hearing our cast talk in their own words about the highs and lows of managing their conditions was incredibly powerful. Their honesty and, in some cases, humour demonstrated their resilience and character. Our new campaign is a celebration of this.”
The campaign was created by FCB Inferno with media handled by Manning Gottleieb OMD. Publicity is handled by Weber Shandwick.