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.