The campaign aims to increase the number of mothers and daughters participating in sport, after research found that 6 in 10 teenage girls are also not meeting physical activity guidelines of 60 minutes of activity per day.
“Although this Summer has been so inspiring, we know that most teenage girls face real barriers to getting active and into sport,” Stephanie Hilborne OBE, chief executive of Women in Sport said. “The cumulative impact of stereotyping from a young age and pressures from social media not least commentary on appearance means many girls feel they don’t belong being active.”
Understanding the inactivity problem
The #SpendTimeTogether campaign comes after 48% of teenage girls said their mum, aunts and female role models encourage them to be active, according to research from Women in Sport. Yet women in midlife are also time-poor, often having to prioritise the demands of their careers and family life above their own health needs.
Stephanie adds: “Mothers are missing out as their time is dominated by work demands or caring for relatives as they also cope with menopausal symptoms. So mothers and daughters getting active together is a solution we know can work.”
“Getting active with your mum is good as it gives you the motivation to get up to get active You know your mum isn’t going to judge you so you can feel completely comfortable,” Eva, aged 16, told Women in Sport.
In addition, Women in Sport research found that 1.3 million girls in the UK, who enjoyed sport in primary school, tend to stop playing sport when they reach their teenage years. Deep-rooted negative attitudes, including a fear of judgement and the challenges of navigating puberty, affect their enjoyment of sport.
Cold Feet actress Hermione Norris supports the campaign, saying: “There’s a lot going on in the world around us. Being physically and mentally strong is important for all of us. As a mum I encourage my daughter to stay active and we often to this together. Women in Sport’s #TimeTogether campaign offers so many exciting ways to be inspired by different activities for both mums and daughters.”
Women in Sport has partnered with 20 organisations including England Netball, RFU, England Golf, British Cycling, the Great Outdoor Gym Company and Swim England, to help break down barriers to participation by offering accessible ways to try out new activities in supportive environments.
About Women in Sport
Women in Sport was founded in 1984 and its vision is that no one is excluded from the joy, fulfilment and lifelong benefits of sport and exercise. Recognising that gender stereotypes and institutional bias are holding women back in life and in sports, the charity’s purpose is to give every woman and girl the opportunity to take part and inspire her to do so.
The charity has a track record of success in securing change based on its deep understanding of the needs and aspirations of women and girls at each life stage and its determination to break down stubborn gender inequalities through its work within the sports sector and beyond.