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Leading the next phase of We Are Undefeatable

The new director of the campaign explains what our funding extension means to it, what's been achieved since the start of 2026 and what's to come.

20th March 2026

by Jenny Box
Director, We Are Undefeatable

What better way to start the new year than with an exciting new role to get your teeth into?

In January, I joined the Richmond Group of Charities as the new programme director leading the We Are Undefeatable physical activity programme following a significant stint running behaviour change programmes in the active travel sector.

With Sport England funding recently confirmed up to March 2028, it was a great time to join the team and get cracking.

A busy year from the start

We Are Undefeatable is a game-changing programme, bringing together an impactful behaviour change campaign with thought-leading policy, and influencing work to support and encourage people with long-term health conditions to be active in ways that work for them.

Throw in a new strand of place-based pilot work starting later this year, plus lived experience voices underpinning all we do, and we’ve got a huge amount to offer the sector and our key audiences.

So, unsurprisingly, this year is shaping up to be an exciting one already.

To kick us off in January we launched our new place-based approach, inviting expressions of interest from a range of areas, all of whom are already connected to the Sport England place expansion work.

Our place-based work will build on our experiences so far working with Blackburn with Darwen and Lancashire on local versions of the We Are Undefeatable campaign to support places to embed systems change, increase opportunities for movement and frictionless pathways to physical activity for those with long-term health conditions. We look forward to announcing our new partnerships in the spring.

Earlier in February, we held our inaugural Lived Experience Network session.

This group will be pivotal as we move into the next phases of the programme, ensuring we are keeping the experiences and perspectives of our key audiences at the heart of our deliverables.

It’s also already proving valuable to our partners (including the Faculty of Sport and Exercise Medicine and the Active Partnerships National Organisation on the Moving Together programme), tapping into key expertise as meaningful contributors to work in development.

We’ll be lining up more opportunities for this collaborative working over the year and will continue to demonstrate to our network the impacts of their involvement.

In January we launched our new place-based approach, inviting expressions of interest from a range of areas, all of whom are already connected to the Sport England place expansion work.

The power of storytelling feeds through to our marketing efforts, with a social media influencer campaign and summer activation in development.

For it, we’ll be building on our previous successes with one in five people taking action having seen the campaign, 64% of people finding our advertising relatable and 66% agreeing that the campaign stands out from other advertising. Our insight hub offers more details about the response to the campaign.

And, while more details will come in due course, keep an eye out for a summer campaign and how you, and your networks, can get behind it.

Evaluating past efforts and looking ahead

While a lot of our lobbying and influencing work goes on behind the scenes, we’re particularly excited to kick start work on a follow up to our impactful Millions More Moving report from 2024 to see progress made against the policy shifts we set out to influence.

This time we’ll be going into it with greater depth on how and why to get millions more moving.

We’re also proud of our continued work on shaping the implementation of the 10 Year Health Plan, which will provide a focus for our lobbying and influencing work.

Our Lived Experience Insights Dashboard helps to inform our influencing work, so we’re delighted that this resource continues to be freely available for anyone who wants to access it as it now spans several years’ worth of data from 13,000 respondents with long-term conditions.

And finally (yep, there’s still more!), we’re heading into year two of having our very own app, which we’re about to get the first 12-month evaluation back from (thanks to GoodBoost and London Metropolitan University for working with us on that).

A sneak peek shows increases in physical activity for those engaging with the app and increases in personal motivation to be more active, which we’re thrilled to see.

With over 13,000 users registered already, this is a promising start to a fundamental part of the behaviour change journey for our audiences.

With such a busy year ahead there’s great cause for optimism that in 12 months' time we’ll have taken huge strides to achieving our goals within our role as a system partner and across our wider sector.    

Find out more

We Are Undefeatable

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