Localising a national health
awareness campaign
We are Undefeatable
The challenge
We Are Undefeatable is a national movement developed by 15 leading health and social care charities, led by Age UK and backed by expertise and insight from Sport England.
We were thrilled to win a competitive pitch to work on an awareness campaign with partners across Blackburn with Darwen to inspire and support people living with a long-term health condition to be more active. It was made all the better that it meant another collab with our great friends over at Big Tank video productions.
The strategy
Through workshops, stakeholder surveys and strategy development, our mission was to feature inspiring real-life stories of 15 Blackburn with Darwen residents, and how they find their way to move more.
- Local Storytellers: Spotlighting everyday people in Blackburn with Darwen to stay active. Their relatable and local experiences aim to inspire others locally, making the message more impactful.
- Targeted Approach: Using public health data, we matched the most relevant stories to different community areas within the borough, ensuring the campaign addresses health conditions based on their prevalence at the ward level.
- Empowering Professionals: Healthcare professionals play a vital role in encouraging physical activity. We created resources to equip them to better support conversations with patients about activity.
- Collaboration: Calling upon community partners to join forces and spread the word by sharing social media posts, use campaign assets in their communications and influence their networks and other professionals, creating a movement in the area.
The results
Since launching in June 2024, the campaign has reached over 1.4m people on social media and amassed over 24,000 video views on YouTube. The campaign landing page saw user acquition up 306% and social traffic up 5000%. Collectively, the ‘storyteller’ landing pages have encouraged over 10,000 visits. The campaign has also been shared by wider partners of the campaign to their own channels; including British Heart Foundation and 1Voice; and has been picked up by local press.
The campaign was also featured in physical locations around the borough; including digital screens and posters around the city centre, in the leisure centre and in GP surgeries, bus shelters, and a billboard outside Ewood Park – home to Blackburn Rovers F.C.
Client Feedback
"It is all looking so fantastic and there’s so many more opportunities that are following on from this, it’s having a wide-reaching ripple effect! I must say the engagement, interactions and quality of the work by Hotfoot has been second to none."
Peter Dutton, Activation Manager, We Are Undefeatable
