Women In Sport Launches New Mother-daughter Campaign

Women in Sport has launched a new national campaign which aims to empower mums and daughters to get active together.

The #TimeTogether campaign has been launched in collaboration with creative and content agency Lucky7, and in partnership with Global – one of Europe’s largest commercial radio companies. It will see Women in Sport invite daughters and mums to set aside time to develop their relationship with each other through exercise, encouraging them to discover physical activity together.

According to Women in Sport, the campaign is a result of the organisation’s latest research into teenage girls, which looks at the mother-daughter relationship and how instrumental it is in encouraging girls to get active.

The organisation says only 42% of teenage girls meet physical activity guidelines, while just under a third of girls (32%) are inactive, engaging in less than an average of 30 minutes activity per day.

Meanwhile, 32% of women said that they couldn’t prioritise exercise during lockdown as they had too much to do for others during the coronavirus pandemic, exacerbating the problem according to Women in Sport.

“When my daughter was a teenager we would practice shooting for netball in the garden and go for walks with the dog,” said Stephanie Hilborne, CEO, Women in Sport. “This time together built a new relationship on a more equal footing, and I could see she valued these safe conversations, not least because her school friendships were increasingly plagued by social media dramas and conflicts. 

“Our insights show that girls in their teens feel burdened by school work and social expectations, and at the same time the lives of their mothers are often fraught with growing pressures of work and providing emotional support and care for relatives. We want every mother and every daughter to feel they have permission to take time out to have fun outside and be active. There has rarely been a more important time for such special mutual support and to be active together than in this pandemic.”

Women in Sport says a host of organisations including the likes of the Wildlife Trust, Our Parks, Canal and River Trust, and This Mum Runs will be offering activity ideas for mums and daughters across the UK.