AGENCY // HOTFOOT
CLIENT // AGEUK & WE ARE UNDEFEATABLE

We Are Undefeatable (WAU) is a national campaign led by established health and social care charities, including AgeUK, Mind, British Heart Foundation and Breast Cancer Now. It’s backed by expertise, insight and significant National Lottery funding from Sport England. 

WAU worked with partners across Blackburn with Darwen to inspire and support people living with a long-term health condition to be more active. The campaign featured real-life stories of Blackburn with Darwen residents.

This campaign launched in July 2024. Working closely with the in-house Creative Director & the Artworker, I’ve been the sole copywriter for all of the campaign visuals in-line with the brand guidelines of the national campaign. I wanted to use witty lines that resonated with the sport each storyteller enjoyed and is captured doing, making sure to uplift and reflect the tenacity and strength of each individual. The artwork and copy complemented each other quite beautifully.

I also assisted with the overall campaign execution and delivery across the campaign website, magazine articles, posters, billboards, press releases, digital screens, bus shelter ads, social media (organic and paid), YouTube Ads, and campaign videos for each storyteller.

After launch:

• 1.4m social reach

• +930% web visits & +5,000% organic social visits vs previous 3 months

• 10,000+ visits to individual story landing pages

• 24,000+ views on YouTube

CREATIVE DIRECTOR // CHARLIE HAYWOOD
ARTWORKER // EM MAYLOR
VIDEO PRODUCTION // BIGTANK
MARKETING DIRECTOR // GUY COOKSON-RABOUHI
CAMPAIGN COPYWRITER // VERITY AGABABIAN