We Are Undefeatable
Around 1 in 4 people in England live with a long term health condition, encompassing everything from diabetes to cancer to depression. And around 69% of them would like to be more active. The trouble is that exercise doesn’t seem like it’s for them. That’s because the one thing that unites these 15 million people, whose experiences otherwise vary, is the unpredictability of how their conditions affect them. Some days they can move how they please, and some days they can’t do anything at all. The world of sports marketing, with all of its drive and ambition, was doing worse than not appealing to our audience; in many cases, it was insulting them and driving them away. When you literally can’t get out of bed for reasons outside of your control, “Just Do It” really doesn’t do it. In the wake of this, we were tasked with creating a campaign that would speak to this incredibly diverse audience, encouraging them to get moving in ways that are realistic and work for their conditions.
We knew a TV spot wasn’t going to be enough to change people’s behaviour. We needed to be everywhere our audience were. So we made over 475 bespoke assets for every channel our audiences are on, including fourteen Mini-Documentaries and placements in over 7000 Doctor’s Offices in England.
We also developed an entire ecosystem of information tailored to meet our audience’s needs, from pharmacy takeaway items to a website with links to resources and charity support. We also worked with academics across the UK to develop a behaviour change tool specifically designed to accommodate our audience’s unpredictability. Developed to be the “anti-couch to 5k”, the condition-agnostic model helps people reframe what they think of as being activity and appreciate even “little” achievements.
The Result
The campaign launched at the end of August 2019. Within the first week, over 12 million people across England had seen the campaign, and 44% of people who’ve seen the campaign have taken action because of it. That means 1 in 8 people with long term conditions became active as a result of the first wave of our campaign. Bring on year two!
For full list of credits, please see here.
Companies
FCB Inferno
- Advertising
Parkinson's UK
- Charity
Macmillan Cancer Support
- Charity
The British Red Cross
- Charity
Diabetes UK
- Social Enterprise
MS Society
- Charity
