Sport England has expanded its ‘We Are Undefeatable’ initiative with new tools and new marketing as it continues its mission to help the 43% of people living in England with a health condition get active.
Working with agency FCB Inferno, the latest work promotes new platform tools
The lottery funded campaign, which sees Sport England lead a group of 15 health and social care charities, seek to both inspire and 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 work for them.
The campaign, created by FCB Inferno, is spearheaded by a TVC and a supporting content series set to a reworking of the classic tune ‘That’s Life’, as well as a media partnership with the Channel 4 show Sunday Brunch.
The hero spot, which stars both original campaign cast members alongside a team of new faces: all people living with health conditions across England, features people navigating the ups and downs of managing their condition and finding ways to get moving in these tough pandemic times.
For people with long term health conditions, #Covid19 has caused a massive impact on daily life. @undefeatable has created a series of useful YouTube playlists covering ways to get active at home. #WeAreUndefeatable
— Sport England (@Sport_England) July 19, 2020
If you're struggling to get moving today, that's okay.
Life with a long term health condition can be unpredictable. Each day, listen to your body and do what feels comfortable to you. After all, small amounts of activity all add up.#WeAreUndefeatable pic.twitter.com/DCO72vrYZF
— We Are Undefeatable (@undefeatable) July 18, 2020
Tania wasn’t very active until her diagnosis, and her depression after chemo made it even harder. But now she loves to dance around the kitchen with her daughter, or go on walks.
More inspiration to help you get active: https://t.co/T5M3c4Iquk@undefeatable #WeAreUndefeatable pic.twitter.com/MwlvuKvoWy
— Macmillan Cancer Support (@macmillancancer) July 21, 2020
Updated @Undefeatable leaflets have been created to help people with long-term health conditions to get or keep active. #WeAreUndefeatable
— Sport England (@Sport_England) July 19, 2020
We’ve joined with 14 other charities to launch the new We Are Undefeatable resource 5 in 5 – a completely customisable mini work-out to help you keep active. Head to @undefeatable for more. #WeAreUndefeatable
Read more about the campaign > https://t.co/2XCkdkZJZl pic.twitter.com/EeApXj5I5Q
— Mind (@MindCharity) July 16, 2020
Today sees the @undefeatable Virtual Walking Football Team kick off. Lots or time and preparation spent putting together,what should be a fun and engaging programme. Looking forward to meeting and working with the team #WeAreUndefeatable @RichmondGroup14 @Sport_England @thewfauk pic.twitter.com/KWGwbrxdKL
— Stuart Langworthy (@Stulangworthy) July 23, 2020
This new phase of the campaign is also informed by recently commissioned Sport England research showing the scale that the easing of the lockdown in England is having on those with long term health conditions (such as those with cancer, diabetes, Parkinson’s, arthritis or mental illness).
The study found that 55% of people say they are feeling anxious about lockdown lifting, with 25% admitting to being afraid to leave the house and 20% admitting to not leaving their home since mid-March.
The new wave of creative was developed by FCB Inferno’s in-house production company Fuel and it was shot entirely within the constraints of lockdown.
As so many of the cast are shielding (due to their health conditions), the crew took extra precautions to ensure their safety whilst still ensuring that their stories were thoughtfully and lovingly told using mobiles and shooting through windows and doorways and keeping to the 2m distancing rule in gardens and on beaches.
As well as airing on national TV, this latest strand of the ‘We Are Undefeatable’ initiative also introduces a set of new digital tools – including a new library of customisable mini workouts and a virtual assistant tool on social media – to help with activity planning and motivation.
5in5
5in5 is an easy to try and customisable mini work-out to help people living with health conditions explore what may work for them. Users can choose five individual exercises from the exercise library, which you do for one minute at a time. The library will include four categories to choose from depending how you feel; warming up, stress-busting, mood-boosting, and exercises with accessories.
My Daily Undefeatable
A virtual assistant tool hosted on Facebook messenger, created by FCB Inferno and developed with BitBot Studios. MDU will check-in with people to see how they’re feeling, physically and emotionally, as well as how they are keeping active. Users can answer questions about what motivates them to keep moving, and then schedule reminders to check-in on a daily or weekly basis.
Ways to be Active at Home
A booklet showing ways for people to be active at home will also be sent out to 300,000 people across England to encourage those who are not able to access the online tools to do more physical activity where possible.
The campaign was created by FCB Inferno with media planning and buying by Manning Gottlieb OMD and publicity handled by Weber Shandwick.
Comment:
This creative offers and an intimate glimpse into the lives of some of those living with health conditions during COVID and effectively explores their challenges and their little victories that come with being active.
Links:
Sport England
https://twitter.com/Sport_England
https://www.linkedin.com/company/sport-england/
https://www.facebook.com/sportengland
https://www.instagram.com/officialsportengland/
FCB Inferno
Manning Gottlieb OMD
Weber Shandwick
Leave a comment
You must be logged in to post a comment.