Sport England: We Are Undefeatable

We Are Undefeatable is the campaign led by a collaboration of 15 leading health and social care charities, along with national lottery funding and expertise from Sport England, to support and inspire some of the 43% of people in England who live with a health condition to be active in a way that work for them. The campaign, created by FCB Inferno, returns to air with a new TVC and content series once again set to a re-recording of the classic "That's Life". Featuring both original cast and several new faces, all of whom are people living with health conditions across England. The ad shows people navigating the ups and downs of managing their condition and finding ways to get moving in these unusual times. The campaign returns in response to the collective’s newly commissioned research revealing the true scale that lockdown lifting is having on people with long term health conditions, including those with cancer, diabetes, Parkinson’s, arthritis or mental illness. 55% of people report feeling anxious about lockdown lifting, with a quarter saying that they are still afraid to leave the house, and 1 in 5 admitting to not leaving their home since mid-March - except for emergencies. Two-thirds of people living with long term health conditions say that getting outdoors for physical activity is crucial for their mental health. However, whilst many of the general population are excited about restrictions being lifted and are contemplating what else is still due to open, unfortunately a quarter of people living with a health condition say that they will not return to communal sport and leisure centres until there is a vaccine, or Covid-19 is no longer a threat in the UK. The new advert was produced by FCB Inferno’s in-house production company Fuel, and was shot entirely within the constraints of lockdown. Given that many of the cast are shielding due to their health conditions, the crew took extraordinary precautions to protect their safety while ensuring their stories were thoughtfully and lovingly told. This meant working with new and existing cast to shoot new moments on mobile phones, as well as filming through closed windows and open doorways, as well as at a 2 meter plus distance in gardens and on the beach.