We Are Undefeatable is a charity that helps people with long-term health conditions stay active, with 15m people in the UK having such a condition. The 2024 brief detailed a summer campaign that broke into mainstream media and communicated their purpose and their offering in a fresh, timely and relevant way, ultimately encouraging audiences to use their online resources and to drive downloads of the new app. But with 1 in 3 brits suffering from ‘Gymtimidation’ and 20% of the UK dealing with health anxiety the barriers to getting moving can seem to outweigh the benefits. The media rhetoric around exercise and wellness for the first half of 2024 had been largely dominated by tales of extreme fitness and ultimate achievements, from ultra-marathons to dessert Iron Mans, the extreme portrayal of fitness and activity in media for so many was seen as unattainable, resulting in a nation of increasingly less motivated AND less active people. The irony of this stalemate is that the proven health benefits of even very gentle activity and movement bring with it substantial health gains, crucial for everyone but particularly those living with long term health conditions which range hugely from diabetes to cancer to asthma and more. 2024 was the summer of sport, a summer of ultimate athleticism, fitness and action. But at the heart of it remains the ironic truth that for the average UK consumer, we’d be watching it sat still, on our bums, on the sofa.