‘We are Undefeatable’ encourages people to get moving

FCB Inferno and 15 leading health and social care charities have teamed up to encourage people with long-term health conditions to stay active

Georgie Moreton

Assistant Editor, BITE


It can be hard to find the motivation to get up and exercise but research shows that being physically active can make people achieve more in their day-to-day lives and better manage the impact of long-term health conditions. To encourage people to get moving, FCB Inferno has teamed up with 15 leading health and social care charities to launch the third iteration of the ‘We Are Undefeatable’ campaign. The campaign aims to get people with long-term health conditions more active by building manageable amounts of physical activity into their lives.

From having more energy to be with friends to a greater ability to getting out and about and being more comfortable with their condition while relaxing at home, the benefits of exercise for those with existing health conditions are plentiful.

The campaign launches with a film showing a diverse range of people living more active lives in a range of different ways. From football to boxing, to swimming, people are shown enjoying exercise that suits them. The film also depicts the joy that comes from exercise, showing people socialising with friends and maximising their time beyond movement. The film ends with the line; “every move enables more”

The work aims to celebrate the small ways in which real people with ongoing conditions can be more active and encourages people to find out how they might be able to start moving more by driving them to the We Are Undefeatable website. Once there, the site boasts an array of different movement options available to suit everybody and help people manage their health conditions.

“After three successful years of the We Are Undefeatable campaign, we are incredibly excited about the new campaign for 2022. The last couple of years have been extremely difficult for our audience, and we really hope the new campaign direction will help people living with health conditions find ways to be active which enable them to enjoy the wider benefits physical activity can bring.” added Madeleine Harvey, Senior Brand Marketing Manager for the campaign.

The film will appear on TV and social media with OOH dynamic and static presentations.

By showing the breadth of exercise options available and visualising the joy that exercise can bring in all aspects of people's lives, the campaign makes steps towards making movement manageable for diverse audiences.

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