WIREDGOV

The campaign to help those with long-term health conditions be active launches two-week partnership as autumn burst of publicity begins.

The We Are Undefeatable campaign aimed at helping those with long-term health conditions to get active, is back on our screens as part of a new partnership with Loose Women.

An advert featuring familiar faces from the campaign’s previous stories began a four-week run on television, on demand services and social media on Friday.

And the campaign will have more time in the spotlight this week as the two-week tie-in with ITV’s daytime hit Loose Women began yesterday.

With the aim of reaching a larger proportion of the campaign’s target audience, the partnership will see an ad featuring panellists from the show Kaye Adams, Nadia Sawalha, Gloria Hunniford and Brenda Edwards – who all have experience of either living with a long-term health condition or caring for someone who does.

The ad will air eight times during the two-week partnership and our health lead, Sarah Ruane, is excited to see the campaign trying new ways to reach people.

“The pandemic has hit everyone’s activity levels, as our Active Lives Survey showed last week, but for those with long-term health conditions it’s been a particularly tough period – that’s why the We Are Undefeatable campaign is so important,” she said.

“It’s great to see it back on our screens and we hope this partnership with Loose Women will make a real impact in reaching our target audience.

“We hope that having familiar faces talking about their own experiences of living with long-term health conditions, or caring for someone who does, will help us to reach new people and re-enforce the benefits an active lifestyle can bring to people’s physical and mental wellbeing.

“We know this time of year, with dropping temperatures and shorter days, can often be demotivating so it’s important to show that there are quick and easy ways to get active that can still make a big difference.”

The campaign has returned just as the days are getting shorter and the clocks go back, as our own research has shown that people with long-term health conditions tend to have reduced fitness levels during the winter period due to fewer opportunities to be active.