Campaign launched to boost physical activity levels

Sport England is working with 15 leading health and social care charities to inspire and support those with long-term health conditions build physical activity into their lives.

One in four people in England live with a long-term health condition, and they're twice as likely to be inactive despite evidence that being active can help manage many conditions and help reduce the impact and severity of some symptoms. The We Are Undefeatable campaign aims to help those with conditions such as diabetes, cancer, arthritis and Parkinson’s to build physical activity into their lives.

Research shows the majority of people with a long-term health condition want to be active and are aware of the health benefits. Whilst recognising the unique barriers people living with long-term health conditions face, the campaign hopes to inspire, reassure and support people to be active by showing the real-life experiences of people living with a variety of conditions – both visible and invisible – on their own journeys to being active.

Tim Hollingsworth, chief executive of Sport England, said: “We are very proud to support our charity partners in delivering this new campaign because we know with the right support, sport and physical activity has the ability to change the lives of people living with long-term health conditions for the better. This campaign forms part of a longer-term drive by Sport England to change cultural and social norms around long-term health conditions and physical activity.”

The campaign will run across TV, radio and social media. Campaign support packs are also being distributed to every GP surgery and community pharmacy in England as part of a wider programme to support healthcare professionals to promote physical activity to their patients.

Gerald Vernon-Jackson, chair of the LGA’s Culture, Tourism and Sport Board, said: “Across the country, councils are developing exciting and innovative programmes to encourage older people, including those with long-term conditions and disabilities, to access physical activity.

“Council services, such as leisure centres and parks, have a key role to play in helping people with long-term conditions keep active and well. They also help to reduce NHS and social care spending, prevent loneliness and improve health and well-being. Councils want to continue providing their residents with inclusive facilities to stay active. It is vital that the government uses the upcoming Spending Round to give councils financial certainty so they can plan for the future and meet the needs of their residents.”