New “We Are Undefeatable” campaign

29th August 2019

Northumberland Sport is excited to be partners in the new “We Are Undefeatable” campaign aiming to inspire people with long-term health conditions to be more active.

It is backed by a collaboration of 15 leading health and social care charities, with expertise, insight and National Lottery funding from Sport England, the organisation behind the award-winning This Girl Can campaign.

Real people with real health limitations

The “We Are Undefeatable” campaign includes stories of real people with long-term health conditions who have built physical activity into their lives. They have adapted activities to suit their individual abilities, and will be seen celebrating every achievement, whether big or small.

At the same time, the campaign will encourage and support people to take charge of their own health and wellbeing, whilst recognising the limitations and additional challenges they may face when it comes to being active.

Getting active with a health condition

Individuals living with a long-term health condition are twice as likely to be inactive, despite the evidence about the benefits of physical activity. Even small amounts can make a significant difference to overall health and wellbeing.

New research shows that the majority of people with a long-term health condition do want to be active, and are aware of the health benefits. We Are Undefeatable has been launched to inspire, reassure and support people to be active by showing people living with a variety of conditions – both visible and invisible – on their own journeys to being active.

One day, a short walk might be all that’s manageable. For others it might be swimming or getting active at home. It all helps.

The research showed that:

  • 69% of people living with long-term health conditions would like to be more active
  • 66% say it would help manage or improve their condition, with improved mood and wellbeing seen as the biggest benefit (52%)
  • Nearly a quarter (24%) of people with a long-term health condition feared that physical activity would make their health issues worse and two in five (44%) would like more help and advice on how to be more active.

What prevents people becoming more active?

The survey of over 1,000 adults also revealed that people with long standing health concerns feel they face some unique barriers.

More than a third of people (36%) cited lack of energy as the main barrier to increasing physical activity, while two in five (40%) reported that pain caused by their condition prevented them from increasing the amount of physical activity they do.

Over a quarter (28%) of people with a long-term health condition reported that the unpredictable nature of their condition made it hard to commit to a routine.

We Are Undefeatable is the first campaign has shown the emotional stories of men and women living with a variety of conditions getting active in ways that suit their needs.

Undefeatable people featured in the campaign

Simone, 33, was born with a congenital heart defect that led to a stroke at 19. She now tries to walk two miles every day after being encouraged by her doctor, and plays ‘Just Dance’ with her partner, which is often challenging, but always fun. Simone has seen a real improvement to her health and wellbeing.

Tony, aged 73, was diagnosed with Hodgkin’s Lymphoma two years ago, and decided to join a walking football group – the first time he’d kicked a ball since he was 13. He has found a community through playing: some of the team will go to the local café for a bite to eat before heading to the game. It helps him motivate himself to be as active as he can be, even if that means just making it to a match to cheer on the team.

Campaigning across media and GP surgeries

The campaign will run across TV, radio and social media, encouraging people to visit (external link will open in a new browser window), and use #WeAreUndefeatable for inspiration and tips on how to get active in ways that suit them.

Campaign support packs are also being distributed to every GP surgery and community pharmacy in England as part of a wider programme to support healthcare professionals to promote physical activity to their patients.

The people who feature in the We Are Undefeatable campaign, and many more people with long-term conditions, were involved in its development from the initial research right through to the design of the campaign films.

An undefeatable collaboration of charities

The initiative is being led by Age UK, Alzheimer’s Society, Asthma UK, Breast Cancer Care Breast Cancer Now, British Lung Foundation, British Red Cross, Parkinson’s UK, Diabetes UK, Macmillan Cancer Support, MS Society, Rethink Mental Illness, Royal Voluntary Service, Stroke Association, Versus Arthritis and Mind.

We Are Undefeatable
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