We are pleased to announce that We Are Undefeatable has been awarded a further three years of funding from Sport England, supported by the National Lottery, to continue driving meaningful change in physical activity levels among people living with long term health conditions.
The campaign will also become further integrated within the Richmond Group of Charities over the next few years to more effectively achieve the shared goal of reducing inactivity among people with long term health conditions. Alongside this, the Richmond Group will also be continuing their wider system influencing and policy work.
We Are Undefeatable has played a huge part in shifting the dial on helping people move more since its launch in 2019. There are around 450,000 people living with long term conditions who are more active now than they were in 2019, with We Are Undefeatable’s relatable messaging, lived experience storytelling and tailored support tools significantly contributing to this outcome. At the heart of the shift is the campaign’s focus on challenging misconceptions around who can get active, with 88% of people now agreeing that people with long term health conditions can be physically active. Building on that, we now know that by making movement feel more accessible 1 in 5 people with long-term conditions have taken action as a result of the campaign.
Key partners, such as Active Partnerships, have also been empowered by the campaign, with many using We Are Undefeatable’s messaging and assets to support local populations. We’ve also seen an upward trend in health professionals discussing physical activity since the campaign began.
Over the next three years, We Are Undefeatable, powered by the Richmond Group of Charities, will build on these successes and evolve its approach to make it easier than ever for people with long term health conditions to be active. The campaign will deliver targeted communications and marketing initiatives designed to motivate and inspire individuals to be more active in a way that works for them and continue the development of a suite of resources and tools to support people in taking their first steps toward an active lifestyle.
Kicking off this next phase, a through-the-line brand campaign launched this autumn, setting a strong foundation for continued impact. Drawing on the success of previous campaigns, the campaign was live across TV on demand, online video and posters in key roadside locations and hospitals across the UK, motivating people with long term health conditions to move more throughout September and October.
The We Are Undefeatable app was also launched for the first time on digital advertising channels, with messaging encouraging users to download the app and utilise the free and convenient workouts on offer, which can be tailored based on individual needs.
Duleep Allirajah, Chief Executive of the Richmond Group says “We’re delighted that this Sport England funding will help the coalition and campaign continue to drive change for people with long term conditions, as well as strengthening how we work together and with our partners across health, care and the voluntary sector. It’s an opportunity to build on what we’ve learned, deepen our collaboration, and increase our collective impact for people with long-term conditions.”
Kate Dale, Sport England’s director of campaigns, says: "We’re incredibly proud to continue our long-standing partnership with the Richmond Group of Charities. Supporting people with long term health conditions to be active in ways that work for them is central to Sport England’s Uniting the Movement strategy.
“We Are Undefeatable has played a vital role in making movement feel more possible, more welcoming and more personal to thousands of people.
“This renewed investment reflects our belief in the campaign’s impact to date and its potential to go even further. We’re excited to build on what’s been achieved and will continue to work hard to create a system where playing sport or being physically active more is supported, celebrated and accessible for everyone.”
The Richmond Group are delighted to be continuing to deliver the We Are Undefeatable campaign and support even more people with long term health conditions to move more, and hope that supporters will continue to get behind the campaign and its message.
The Richmond Group and We Are Undefeatable gives thanks to everyone who has played The National Lottery to make this campaign possible.