Case Study – We Are Undefeatable
Organisation name: We Are Undefeatable, powered by The Richmond Group of Charities
Contact name: Peter Dutton
Role / job title: Senior Engagement Manager
Partnership / collaborators involved: N/A (will be speaking on behalf of a place-led collaboration in Lancashire
Synopsis:
The Healthy Hearts campaign brought together Lancashire County Council, Together an Active Future, Lancashire and South Cumbria Integrated Care Board, and We Are Undefeatable to support people with cardiovascular disease and other long-term conditions across nine priority districts in Lancashire. By combining local health insights with national campaign principles, it used residents’ real-life stories to encourage people to move more for their heart health. The campaign inspired positive behaviour change while demonstrating the value of local representation and partnership working to embed movement in health through a person-centred approach.
The Story:
The challenge
This campaign was focussed where the rate of premature mortality from CVD is significantly higher than the English average in Lancashire based on LCC and BHF data. These were: Blackpool, Lancaster, Blackburn with Darwen, Preston, Burnley, West Lancs, Pendle & Hyndburn.
The campaign aimed to encourage people aged 40+ living with a pre-existing heart condition or at risk of developing one to become more active. 45% of people with heart conditions are inactive – slightly more than the wider LTC sample (from WAU data).
Campaign objectives (target audience):
- Inspire inactive people living with or at risk of developing a heart condition, to be more active to improve their health and wellbeing.
- Reach communities who are most adversely impacted by health inequalities such as those from deprived wards, minority ethnic groups, older people, those living with multiple health conditions
Campaign objectives (local system):
- Involve and engage with local organisations and signpost to their services. Provide content and assets to local organisations to promote heart health.
- Share the learning and impact gathered to inform policy, practice
What was done
The campaign was delivered across digital, out of home, in the community, direct to home and printed/online media through a multi-channel strategy to reach people living with heart conditions in Lancashire.
Impact and outcomes
Headlines include:
- Over 360,000 people reached, over 2 million impressions, 23,000 website clicks
- High levels of campaign sentiment and reaction e.g. 58% said it inspired them to be active, over 80% stated it ‘shows people with heart conditions can be active’ and that it ‘shows how being active helps you enjoy more of life’,
- 1 in 2 people took action as a result of seeing the campaign
Learning and Relevance
Why this matters
Others can learn about the importance of role modelling physical activity and health through place led storytelling and campaigns. Including new insights relating to the importance of local representation and centring lived experience in comms and marketing to inspire people to move more.
Changing the narrative around physical activity for people with long term health conditions, that can support local systems to work collaboratively on an aligned message.
What would you do differently next time?
- Extended lead times for campaign governance and system engagement
- Earlier technical scoping of website usage
- Longer campaign periods