Published on: 11,Dec 2025

The Richmond Group of Charities

We are delighted to have been awarded further funding from Sport England, supported by the National Lottery, to extend our long-standing partnership with Sport England. This renewed investment enables the Richmond Group of Charities to continue to deliver our physical activity programme, the focus of which is on tackling inactivity amongst people with long-term conditions.  

A big part of our work to date has been delivery of We Are Undefeatable, our behaviour change campaign, aimed directly at people with long-term conditions to support them to be more active in a way that works for them. Alongside this, we have been working with colleagues across the sport and health sectors, as well as government, to make it easier for people with long-term conditions to be active by addressing systemic barriers that persist.  

Our programme, which is hosted by our coalition member Age UK, has been able to achieve a lot due to many years of continuity of investment and support from Sport England and from the commitment of the charity partners. The campaign has played a huge part in shifting the dial on helping people move more since its launch. There are around 450,000 people living with long-term conditions who are more active now than they were in 2019, and We Are Undefeatable’s relatable messaging, lived experience storytelling and host of tailored support tools has made a significant contribution to this outcome.1 At the heart of the shift is the campaign’s focus on challenging misconceptions around who can get active; our insight indicates 88% of people with long-term health conditions agree that they can be physically active.2 Building on that, we now know that by making movement feel more accessible, 1 in 5 people with long-terms conditions take an action as a result of the campaign.  

As well as building trust and inspiring people with long-term conditions, key partners, such as Active Partnerships, have also been supported by the campaign, with many telling us they are routinely using We Are Undefeatable’s messaging and assets to support their local populations with long-term conditions. We’ve also seen an upward trend in health professionals discussing physical activity since the campaign began.3 Our coalition and individual members have worked together with cross-sector organisations and collaborations to spread the key messages of inclusive and person-centred movement alongside insights, resources and evidence. This has contributed to the incremental shift in policy and practice in prioritising making it easier for people with long-term conditions to be active. 

With this backstory to build on, we are evolving our approach to the We Are Undefeatable programme, powered by the Richmond Group of Charities. We will be seeking to make it easier than ever for people with long term health conditions to be active. The campaign continues to deliver targeted communications and marketing initiatives designed to motivate and inspire individuals to be more active in a way that works for them and continues the development of a suite of resources and tools. This includes: a marketing campaign undertaken this autumn with TV on demand, online video and posters in key roadside locations and hospitals across the UK; and our free We Are Undefeatable app launched on digital advertising channels, to support people in taking their first steps toward an active lifestyle. Our influencing focus is to get “millions more moving” as we set out in our policy report in 2024.4  We will continue to work with national and local decision makers and system leaders to embed physical activity in routine healthcare.  We will be looking to work in a few local places to help those systems on their journey to prioritise movement for health and create a tried and tested toolkit for others.  

We are delighted that this Sport England funding will enable us to continue to deliver the We Are Undefeatable campaign and drive change for people with long-term conditions, as well as strengthening how we work together and with our partners across health, care and the voluntary sector. It’s an opportunity to build on what we’ve learned, deepen our collaboration, and increase our collective impact for people with long-term conditions. We give our thanks to Sport England for their continued support and to everyone who has played The National Lottery to make this work possible.