Three-year funding extension for We Are Undefeatable

We’ve awarded three more years of National Lottery funding to We Are Undefeatable, so it can continue driving meaningful change in physical activity levels among people living with long-term health conditions.

The campaign will also become further integrated within the Richmond Group of Charities over the next few years to more effectively achieve our shared goal of reducing inactivity among people with conditions such diabetes, cancer, arthritis and Parkinson’s. 

Alongside this, the Richmond Group – the collaboration of 15 leading health and social care charities who lead the campaign – will also be continuing their wider system-influencing and policy work.

We Are Undefeatable has played a huge part in shifting the dial on helping people move more since its launch in 2019. 

Our Active Lives surveys show there are around 450,000 people living with long-term conditions who are more active now than they were in 2019, with We Are Undefeatable’s relatable messaging, lived-experience storytelling and tailored support tools significantly contributing to this outcome. 

Our director of campaigns Kate Dale is looking forward to building on this success over the next three years of our investment.

Making a difference

At the heart of the positive shift since 2019 is the campaign’s focus on challenging misconceptions around who can get active, with its research showing 88% of people now agree that people with long-term health conditions can be physically active. 

And because the campaign has made movement feel more accessible, one in five people with long-term conditions have taken action as a result. 

Key partners, such as Active Partnerships, have also been empowered by the campaign, with many using We Are Undefeatable’s messaging and assets to support local populations. There’s also been an upward trend in health professionals discussing physical activity since the campaign began.

Duleep Allirajah, chief executive of the Richmond Group, said: "We’re delighted that this Sport England funding will help the coalition and campaign continue to drive change for people with long-term conditions, as well as strengthening how we work together and with our partners across health, care and the voluntary sector. 

"It’s an opportunity to build on what we’ve learned, deepen our collaboration, and increase our collective impact for people with long-term conditions."

The next phase

Over the next three years, We Are Undefeatable will evolve its approach to make it easier than ever for people with long-term health conditions to be active. 

The campaign will deliver targeted communications and marketing initiatives designed to motivate and inspire individuals to be more active in ways that work for them, and continue the development of a suite of resources and tools to support people in taking their first steps toward an active lifestyle.

Kicking off this next phase, a new advertising campaign ran throughout September and October across on-demand TV, online video and posters in key roadside locations and hospitals across the UK, motivating people with long-term health conditions to move more.

The We Are Undefeatable app was also launched for the first time on digital advertising channels, with messaging encouraging users to download the app and use the free and convenient workouts on offer, which can be tailored based on individual needs.

The Richmond Group, We Are Undefeatable and Sport England give thanks to everyone who has played The National Lottery to make this campaign possible.