We Are Undefeatable

Unifying hundred of health conditions - and 15 major charities - with a single rallying cry

Around 1 in 4 people in England live with a long term health condition. And around 69% of them would like to be more active. The trouble is that exercise doesn’t seem like it’s for them.

That’s because the one thing that unites these 15 million people, whose can live with anything from diabetes to cancer to depression, is the unpredictability of how their conditions affect them. Some days they can move how they please, and some days they can’t do anything at all. And when you literally can’t get out of bed for reasons outside of your control, “Just Do It” really doesn’t do it.

We needed to create a campaign that would speak to this incredibly diverse audience, encouraging them to get moving in ways that are realistic and work for their conditions.

The first condition-agnostic health campaign

Backed by 15 of the UK’s leading social charities, We Are Undefeatable embraces the ups and downs in equal measure, and supporting people in moving more, whatever that looks like for them.

The campaign was designed to create a fundamental shift in category communications, acknowledging our audience’s diversity of experience and often invisible symptoms. It expands what being active looks like far outside traditional sport. It’s also honest and human, tackling difficult moments without an ounce of self-pity – a huge departure from how people with health conditions are typically represented.

We knew a TV spot wasn’t going to be enough to change people’s behaviour. We needed to be everywhere our audience were, with the solutions they needed.

So we launched with 475 bespoke assets for every channel our audiences were on, including 14 mini documentaries and placements in over 7000 Doctor’s Offices in England.

I ultimately made 30+ mini-documentaries to support this campaign, each featuring a different person, a different condition, and a different way of being active. What made these “magic” (in the words of a UK Government official) was how viewers could connect with our protagonists, regardless of their circumstance - and how being moved by their stories made getting moving feel ever so slightly more achievable.

Unifying and Universal Truths

We did more than create social assets. We developed behaviour change tools in partnership with leading academics and government-approved physical therapists, like:

FIVE IN FIVE: A five minute, fully customisable low impact workout system developed for people with long term health conditions
MY DAILY UNDEFEATABLE: An interactive cognitive reframing app to boost mood and build sustainable activity habits

This allowed me to flex some of my own muscles (the ones that studied behaviour change and captology) while also helping hundreds of thousands of people in the UK.