We Are Undefeatable is inspiring more people than ever before but barriers remain to getting active
The latest research conducted by the We Are Undefeatable campaign indicates some of the strongest results in its 5-year history. People with long term conditions are more likely than ever to feel inspired to act and 1 in 2 are able to recognise and recall the campaign. Through relatable storytellers, like Joanna, who is the face of our current campaign, We Are Undefeatable continues to resonate and redefine what physical activity means for people living with long term health conditions.
The campaign still has work to do to reach groups who need more targeted support
While the overall success of the campaign is heartening, new analysis of our tracking data has identified groups for whom the context remains more challenging: those who are older, in lower socio-economic groups, or who are the least likely to take part in regular physical activity.
These segments do find the campaign relevant but are less likely to convert to taking action due to the barriers they face. Critically, they tend to be more affected by capability-related barriers such as pain and fatigue caused by their health condition. Getting active is harder for them physically, and this in turn impacts ongoing motivation. Yet, we know even a small increase in physical activity could be highly beneficial for their health and well-being. Which is why the We Are Undefeatable campaign encourages people to build movement into their day-to-day lives.
The cost-of-living ‘crisis’ continues to impact people’s ability to get active
The cost-of-living ‘crisis’ may appear to have subsided in current media reporting about decreasing inflation, but our data reveals ongoing financial pressure for this target audience. Over half say they have less disposable income than one year ago, and this is felt most acutely by those who are older and in lower socio-economic groups: the same people who struggle most to become physically active.
It may not be surprising that when asked what the government should be doing to support people with health conditions to become active, the most common suggestions revolve around reducing the cost of access and funding local organisations to provide more physical activity options and support.
Moving forward, we need to evolve towards enabling more targeted support for those most in need of it, who face the greatest barriers to being active. We Are Undefeatable, with its Richmond Group of charities are actively exploring how best to empower partners at a national, regional and local level, and calling for the crucial policy changes required to help make it easier for people with long term conditions to be more active.
For a more in-depth analysis of the latest research, read the full report and for more information about these findings or to request additional data or analysis, please contact weareundefeatable@ageuk.org.uk.