Blackburn with Darwen: key learning

Discover the key learnings from a nationally-inspired, place-led We Are Undefeatable campaign.

Sharing the learning

This locally adapted version of the national We Are Undefeatable campaign was developed by Blackburn with Darwen Council and Together an Active Future, with the goal of supporting people with long term health conditions in the area to move more in ways that work for them.

By collaborating with local storytellers and connecting residents to relevant physical activity opportunities, the campaign successfully brought national campaign principles to life at a local level. It not only inspired increased activity for residents but also delivered valuable insights into how the campaign can influence local systems and be tailored to meet the needs of different communities.

Download the full evalaution report to explore the outcomes of this innovative place-based approach and discover practical, transferable learnings to apply in your own storytelling, campaigns and physical activity in health messaging.

Download the report to discover:

• Top 10 transferrable learnings from a place-led We Are Undefeatable campaign

• Key impacts of the campaign for residents, and more broadly for local partners and systems

• Localisation principles utilised when developing the campaign

• Challenges faced and lessons learned throughout the process

• Key context for the campaign and its principal objectives

• What creative was developed for the campaign and which marketing channels these were shared on

This campaign has been a trailblazer for other place-led physical activity in health behaviour change campaigns, as we've shared the learning with other places, sectors and organisations. This campaign shown how lived experience-led storytelling can be a catalyst for systems change, linking target audience-facing inspiration, to local opportunities across the system. The original campaign launched in 2024, and has become more than a comms campaign. It's a systems-led approach to supporting people with long term health conditions to move more, which has gained local and national recognition.