We created “We Are Undefeatable,” the first condition-agnostic campaign backed by 15 of the UK’s leading social charities. It embraces the ups and downs in equal measure, and supporting people in moving more, whatever that looks like for them.
This was designed to create a fundamental shift in category communications, acknowledging our audience’s diversity of experience and often invisible symptoms. It expands what being active looks like far outside traditional sport. It’s also honest and human, tackling difficult moments without an ounce of self-pity – a huge departure from how our audience is typically represented.