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We Are Undefeatable partners with Loose Women

The campaign to help those with long-term health conditions be active launches two-week partnership as autumn burst of publicity begins.

25th October 2021

The We Are Undefeatable campaign, aimed at helping those with long-term health conditions to get active, is back on our screens as part of a new partnership with Loose Women.

An advert featuring familiar faces from the campaign’s previous stories began a four-week run on television, on demand services and social media on Friday.

And the campaign, which is a collaboration between 16 leading health and social care charities that is funded by the National Lottery, will have more time in the spotlight today as it begins the two-week tie-in with ITV’s daytime hit Loose Women.

Two women enjoying a walk

With the aim of reaching a larger proportion of the campaign’s target audience, the partnership will see an ad featuring panellists from the show Kaye Adams, Nadia Sawalha, Gloria Hunniford and Brenda Edwards – who all have experience of either living with a long-term health condition or caring for someone who does.

The ad will air eight times during the two-week partnership and our health lead, Sarah Ruane, is excited to see the campaign trying new ways to reach people.

“The pandemic has hit everyone’s activity levels, as our Active Lives Survey showed last week, but for those with long-term health conditions it’s been a particularly tough period – that’s why the We Are Undefeatable campaign is so important,” she said.

“It’s great to see it back on our screens and we hope this partnership with Loose Women will make a real impact in reaching our target audience.

“We hope that having familiar faces talking about their own experiences of living with long-term health conditions, or caring for someone who does, will help us to reach new people and re-enforce the benefits an active lifestyle can bring to people’s physical and mental wellbeing.

“We know this time of year, with dropping temperatures and shorter days, can often be demotivating so it’s important to show that there are quick and easy ways to get active that can still make a big difference.”

The campaign has returned just as the days are getting shorter and the clocks go back, as our own research has shown that people with long-term health conditions tend to have reduced fitness levels during the winter period due to fewer opportunities to be active.

We hope this partnership with Loose Women will make a real impact in reaching our target audience.

Sarah Ruane

Health lead, Sport England

This reduced fitness level can then have a knock on effect of impacting people’s motivation to maintain other physical activity habits and routines.

Sue Walton, commercial and development executive at ITV Studios Daytime, said the programme was thrilled to be working with the campaign.

“Here at Loose Women, we are delighted to be working with We Are Undefeatable,” she added. “It immediately felt like a natural fit for a partnership with the show where our panellists regularly discuss physical and mental well-being from a diverse range of perspectives and life experience.'

The partnership lasts for two weeks from today, with the advert running for a further two weeks at other times.

The campaign will also use this period to continue to point people to their Supporters Hub, which hosts a range of resources that bring the campaign to life and help people to get or stay active.

Loose Women airs weekdays on ITV1 at 12.30pm.

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