Age UK

We Are Undefeatable

We Are Undefeatable returns for Summer 2022

This activation was the third burst of the We Are Undefeatable (WAU) campaign bringing together 15 leading health and social care charities with National Lottery funding and expertise from Sport England.

The aim of the campaign was to encourage people living with long-term health conditions to build more physical activity into their daily lives as a means of helping their mental and physical health after the lasting effects of the pandemic. The overarching message of We Are Undefeatable was chosen to help support every individual to take a confident step to using physical activity as a way to enjoy more of the little things in life.

The campaign also aimed to drive awareness and increase recall among the target audience to ensure that the right people were feeling represented.

Using various datasets, we ran Out of Home ads across Roadside, Bus Shelter and Supermarket D6s, and had dynamic feeds pulling in live journey times to local gyms, day-of-the-week messaging and weather triggers. Therefore, the campaign was able to perfectly target areas where our targeted audience was more likely to visit, informing people of the distance from their local swimming pool or telling them to wrap up warm on a cold but clear day.

The campaign strove to drive an increase in physical exercise among a portion of the population who face challenges and barriers with their health more than others, especially post-pandemic.

Our research showed that following the campaign, 1 of 6 of our target audience are aware of the campaign and are taking an action to start, restart or consider building more physical activity in their lives. We also found that 2 in 5 people recall seeing the We Are Undefeatable campaign, impressive recall numbers for an audience traditionally so difficult to reach. We have also seen strong metrics for ‘relatability’; hitting our campaign objectives and showcasing that our audience really see themselves in the imagery used for the OOH campaign.

John Lewis & Partners

For the 2021, much anticipated John Lewis Christmas campaign, we took a 90” TV asset and stretched it into the physical, digital and virtual worlds of our audiences.

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