The six-week partnership, brokered by MG OMD, will see the We Are Undefeatable campaign partnering with the Sunday morning show’s regular audience participation focussed section ‘Sunday Crunch’. It will showcase personal trainers encouraging viewers to participate in their fun and inclusive home workouts and aims to support those with long-term health conditions to join in too. This audience are one of the most affected by Covid-19, they want to be more active whilst they are at home, but may need some help to get started.
There are 19 million people in England who live with one or more long-term health conditions and research suggests this group are twice as likely (vs people without health conditions) to not undertake 30 minutes of physical activity a week. We Are Undefeatable is a national campaign developed by 15 health and social care charities (led by Age UK), along with National Lottery funding and expertise from Sport England. The campaign aims to support and inspire people with health conditions to be active in a way that works for them.
Sunday Brunch will provide a tangible call to action amongst those viewers with health conditions to share footage of themselves participating in a ‘Sunday Crunch’ workout on social media using the hashtag #SundayCrunchAd.
A selection of these will feature in a brand new We Are Undefeatable contextual ad each week of the partnership voiced by the long-running series’ presenters Tim Lovejoy and Simon Rimmer. The new campaign will air in Sunday Brunch ad breaks and throughout Channel 4’s schedule for the duration of the partnership.
The partnership will also be promoted on social media across Sunday Brunch, Tim and Simon and We Are Undefeatable’s accounts.
The partnership with Sunday Brunch is an important part of the wider campaign strategy this year to inspire and support this audience to build physical activity into their lives, through the ups and downs of living with their condition. Even small amounts of activity can make a significant difference to overall health and wellbeing. The We Are Undefeatable campaign will also be activated across TV, radio, social media and charity channels until the end of July.
Chris Braithwaite, Agency and Client Sales Leader, Channel 4 said: “Sunday brunch has a strong track record in engaging with its audience in all sorts of fun ways and Sunday Crunch is no exception. This partnership provides the perfect opportunity for We Are Undefeatable to reach viewers with long term health conditions and encourage them to join in with an accessible regular weekly work out at a time when leaving the house to exercise may not be possible.”
Madeleine Harvey, Senior Brand Marketing Manager, We Are Undefeatable, from Age UK said: “We are incredibly excited about this partnership and the fundamental role it plays within the wider campaign strategy. It’s the perfect opportunity to engage our audience to share the ways they like to get active, in a really fun and inclusive way. We hope that this will inspire others to take up a form of physical activity that they genuinely enjoy, whatever that might look like.”
This article was originally published by Channel 4.