29 Aug 2019
Major national campaign aims to activate people with long-term health conditions
BY Tom Walker
A major new national campaign is aiming to get people living with long-term health conditions more physically active.
"We Are Undefeatable" will target the estimated 15 million people in England suffering from ailments such as diabetes, cancer, arthritis and Parkinson’s.
Led by a collaboration of 15 leading health and social care charities, the campaign has received funding from Sport England and will look to mimic the success of the award-winning "This Girl Can" campaign.
Highlighting the barriers faced by people with long-term ailments, the campaign will run across TV, radio and social media, encouraging people to visit a dedicated website (www.weareundefeatable.co.uk) for inspiration and tips on how to get active in ways that suit them. The campaign will show the emotional stories of men and women living with a variety of conditions getting active in ways that suit their needs.
The launch coincides with the publication of research by Sport England, which shows that those living with a long-term health condition are twice as likely to be inactive – despite evidence that being active can help manage many conditions and help reduce the impact and severity of some symptoms.
According to the research, 69 per cent of people living with long-term health conditions would like to be more active – and 66 per cent say it would help manage or improve their condition.
When asked for the barriers preventing them from being active, more than a third of people (36 per cent) cited lack of energy and two in five (40 per cent) listed the pain caused by their health condition.
"This campaign is about enjoying being active on the good days and getting through the bad," said Juliet Bouverie, CEO of Stroke Association – one of the organisations taking part in We Are Undefeatable.
Tim Hollingsworth, CEO of Sport England added: “You’re twice as likely to be inactive if you have a long-term health condition.
"We believe we can change that because our research shows the majority of people with a condition would like to more active.
"That might be strengthening activities, walking, going to the gym or playing a sport.
"We are very proud to support our charity partners in delivering this new campaign because we know with the right support, sport and physical activity has the ability to change the lives of people living with long-term health conditions for the better."
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