We Are Undefeatable is a campaign aimed at getting people health conditions to be active in whatever way works for them. It is the first time that 15 of the UK’s leading health charities have come together to communicate in a condition-agnostic manner, aiming to inspire all to get moving. What unites our audience is unpredictability; how they feel changes from day to day, as well as what they feel like they can do. Our campaign is honest, inspiring, but also self effacing, embracing the ups and downs life and celebrating every little victory, no matter how small.
COVID-19 introduced new challenges that our audience uniquely faced, as well as a range of critical health topics we needed to tackle. Many people with health conditions have had to take more extreme precautions due to the nature of their conditions. When restrictions began to lift in England, 55% of people with health conditions reported feeling anxious about lockdown lifting, with a quarter saying that they are still afraid to leave the house, and 1 in 5 admitted to not leaving their home since mid-March - except for emergencies. In order to truly help our audience during this time, we needed to continue embrace the ups and downs of our audience’s experiences while also developing new ways to provide emotional and practical support.
We partnered with real people with health conditions to shoot a new TVC and a series of content films within the constraints of lockdown, ensuring that their stories were thoughtfully and lovingly told. This meant working with new and existing cast to shoot new moments on mobile phones, as well as filming through closed windows and open doorways, as well as at a 2 meter plus distance in gardens and on the beach. The resulting work is an intimate glimpse into the lives of those living with a range of conditions, exploring not only the challenges and little victories that come with being active but also some of the ways that the coronavirus pandemic has impacted their lives.
We also went beyond traditional broadcast media and developed unique interactive solutions specifically designed to support people living with health conditions in finding ways to be active that work for them. This includes creating Five in Five, the first fully-customisable mini-workout designed for all levels of physical accessibility. We also developed My Daily Undefeatable, a virtual assistant that encourages users to check in on how they’re feeling and how they’ve been able to get moving, delivering doses of motivation over time. Information about both can be found on the We Are Undefeatable site.
