The proportion of people taking actions to be more active after seeing the campaign is at an all-time high, but the least active people are still facing multiple barriers to activity.
The latest We Are Undefeatable research, following the spring 2025 campaign, shows the continuation of ongoing trends and positive results regarding the campaign’s impact.
There has been a dip in campaign recall and relatability metrics compared to previous waves, however this aligns with a typical pattern seen during spring campaigns and can be attributed to a reduced media spend for the spring. However, there is consistent recall of hospital poster adverts, highlighting the effectiveness of this medium in reaching people living with long term conditions.
Despite declines in some metrics, inspiration to be active among those who have seen the campaign remains consistent with long-term trends, with 58% of people who saw the campaign saying it inspires them to get active.
Even more encouraging is that among those aware of the campaign, the proportion who have taken some form of action is at an all-time high. 65% of people who have seen the campaign have taken steps towards getting active, and when looking at all individuals surveyed living with long term health conditions, We Are Undefeatable has inspired one in five people to take an action towards moving more. We’ve also seen these positive impacts evenly spread across regions, suggesting a broadly consistent campaign effectiveness nationwide.
A spotlight on the least active
In our latest research, we conducted a deep dive into the least active respondents. Inactivity rates are higher amongst older people and those with multiple and more severe conditions. Our research shows that this group face much greater barriers to activity than those who are active, particularly barriers related to their conditions, with 47% citing pain as a key barrier in comparison to 28% of active people. 39% said fatigue was also a barrier to activity, and 34% said the unpredictability of their conditions made it hard to stick to a routine.
Encouragingly, the desire to be more active amongst inactive people is at an all-time high of 78%, and the campaign continues to resonate well within this group. Relatability scores among inactive individuals are comparable to those who are active (60% vs 66%), and although we are seeing a slow decline in campaign recall within this group, the percentage of inactive people feeling inspired to take an action to get active has steadily grown over time.
Download the full report to find out more
Our full spring insights report provides further detail on our spring campaign’s results and impact, as well as a more detailed breakdown on how least active people are responding to the campaign. Download the report now to find full analysis and breakdown of these results.
For more information about these findings or to request additional data or analysis, please contact weareundefeatable@ageuk.org.uk.
Discover We Are Undefeatable's insights
Spring 2025 Campaign Insights
Insights from our spring 2025 wave of campaign tracking, based on online interviews with the target audience, covering how the campaign is cutting through and featuring special analysis among the least active people living with long term health conditions.
Insight Resources
Evidence and tools to support more people living with long term health conditions to be active.