Localising a National Movement
for Community Impact
We are Undefeatable
The challenge
We Are Undefeatable is a powerful nationwide campaign, created by a coalition of 15 leading health and social care charities. Funded by the National Lottery and supported by the expertise of Sport England, its mission is to inspire and support people living with long-term health conditions to move more—on their own terms.
Following a competitive pitch, Hotfoot was chosen to bring this important campaign to life for the communities of Blackburn with Darwen—creating a locally resonant and impactful activation that champions health, inclusion, and movement for all.
The strategy
Working closely with the teams at We Are Undefeatable, Together an Active Future, and Blackburn with Darwen Borough Council, we developed a tailored strategy to encourage and empower local people living with long-term health conditions to become more active.
Local Storytellers
At the heart of the campaign are the powerful, real-life experiences of local individuals living with health conditions—showing how they stay active in ways that work for them. These authentic stories offer relatable inspiration and bring the campaign message to life in a meaningful, human way.
Targeted Approach
Using local public health data, we matched each story to the communities where it would resonate most—ensuring the campaign reached the right people, in the right places, with maximum impact.
Empowering Professionals
To support healthcare professionals, we developed a suite of practical resources designed to raise awareness of local activities and organisations—making it easier for them to signpost opportunities for people to get active.
Collaborative Reach
We also created a comprehensive campaign toolkit, enabling partners and stakeholders to amplify the message through their own channels. This collaborative approach helped extend the campaign’s reach across the borough, ensuring more people could engage with the content in ways that felt familiar and trusted.
The results
Real Stories, Real Impact
Since launching in June 2024, the campaign has made a powerful impression—reaching over 1.4 million people across social media and YouTube.
Landing page acquisitions have increased by 306%. Social media engagement is up by an impressive 5000%. ‘Storyteller’ landing pages have attracted over 10,000 visits
The campaign has been amplified through trusted voices, with organisations like the British Heart Foundation, Age UK and Sport England sharing content through their own channels. It’s also gained visibility in targeted local media, helping reach audiences beyond digital platforms.
To strengthen on-the-ground impact, the campaign has featured across physical locations throughout the borough—including digital signage, billboards, and bus shelters in key areas such as the city centre, leisure centres, GP practices, and Ewood Park, home of Blackburn Rovers FC.
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
