Despite a summer packed with world-class sport inspiring millions across the UK, new research by We Are Undefeatable revealed that many people with long-term health conditions struggle to find ways to get active.
The solution? Enter We Are Undefeatable’s Sit On Fitness Apparatus (S.O.F.A) campaign—that fliped the script on traditional exercise by proving that fitness doesn’t require a gym, fancy equipment, or even getting off the couch. Instead, the S.O.F.A workout transforms the humble sofa into the ultimate fitness tool, demonstrating simple and effective ways for people with long-term health conditions to move more at home.
For the second year running, We Are Undefeatable has teamed up with comedian, actor, and musician Bill Bailey to bring the campaign to life in a new comedic workout video.
The challenge for BF media was to make the campaign even bigger than in 2022 & 2023 and navigate the logistics of transporting Bill across London from one live interview to the next.
Results:
- 6 pieces of National coverage including 5 Live, Radio X, LBC & talkSPORT
- 2 TV interviews on Lorraine and Channel 5 News
- 78 pieces of broadcast coverage
- Reach of 16.8 million