Blackburn with Darwen has some of the highest levels of inactivity in the country, contributing to increased rates of preventable diseases and long-term health conditions. We Are Undefeatable is a national campaign developed by 15 leading health and social care charities, backed by National Lottery funding and expertise from Sport England. Its mission is to inspire and support people living with long-term health conditions to move more in a way that works for them.
Working with We Are Undefeatable and collaborating with organisations across Blackburn with Darwen to deliver a localised version of the national We Are Undefeatable campaign. The campaign features residents of the borough who tell their stories of how physical activity has helped with their long term health conditions.
Campaign Objectives
• Reach individuals experiencing widening health inequalities due to their health condition(s), inspiring them to be more physically active in preventing and managing long-term health conditions.
• Raise awareness and signpost to local physical activity providers and voluntary sector organisations supporting people with long-term health conditions.
• Increase understanding of physical activity’s role in managing long-term health conditions across various workforces, including NHS, PCN’s, healthcare professionals, social prescribers, and those involved in local physical activity delivery.
• To support stakeholders and system influencers in BwD to promote and achieve local health priorities.
The We Are Undefeatable in Blackburn with Darwen campaign was launched in June 2024 with an event that brought together over seventy people, representing diverse organisations across the borough and some of the local campaign storytellers who shared their personal experiences, showcasing how the campaign can impact on individuals and the community. Learn more about the event in this blog.
The campaign now features sixteen storytellers of different ages, backgrounds and ways of being active. These stories are available to read and/or watch on the Blackburn with Darwen Public Health website.
Utilising Public Health Data for Maximum Impact
To ensure the campaign’s success, the team utilised various population health data sources to gain a deeper understanding of the borough’s needs, address local community challenges, and shape campaign strategies. Discover how public health data played a crucial role in this blog
Ensuring Inclusivity and Accessibility
Blackburn with Darwen is a relatively deprived borough, with some areas ranking among the top 10% most deprived in the country. To make the campaign inclusive and accessible, the majority of the stories focus on being active in public spaces and activities that are free or low-cost.
Half of the campaign videos have been translated into British Sign Language, and those featuring visually impaired storytellers have been audio transcribed. We are currently working on creating Read Easy formats of the stories to cater to individuals with low literacy levels. These initiatives have enabled the campaign to reach a broader audience, especially those who are most likely to experience health inequalities.
The We Are Undefeatable in Blackburn with Darwen campaign continues to empower individuals and communities, encouraging them to overcome barriers and lead healthier, more active lives.
Creating Campaign Assets for Wider Use
Understanding the limited resources of many partner organisations, Together an Active Future has developed campaign assets with the intention of benefiting communities beyond Blackburn with Darwen. The videos have been created without specific references to the borough, allowing other organisations to utilise these resources to benefit as many people and communities as possible.
Our key learnings so far:
• Utilising public health data allows campaigns to be targeted in reaching priority audiences, and to meet system-wide strategic aims.
• Working closely with local authority public health teams provides localised datasets to influence campaign placements.
• Engagement with a wide range of stakeholders and key influencers enables the campaign to grow in ways that meet the needs of the local population
• Working with key community groups to identify storytellers takes time. Building trust and developing strong relationships is essential
• Collaboration across all parts of the campaign is key to ensure that messages are embedded and owned by local communities, with a clear call to action.
For more information contact Alison, TaAF Campaigns Lead.
Alison.Whittaker-Stewart@blackburn.gov.uk