This year’s campaign focuses on encouraging midlife mums to understand the importance of being active with their teenage daughters.
Women in Sport hopes to inspire mums and mother-figures across the nation to spend time getting active with their teenage girls, experiencing the joy and fulfilment that sport brings, together with the many mental and physical benefits.
Research completed by the charity - which is dedicated to transforming sport for the benefit of every woman and girl in the UK - showed that 1.3 million girls in the UK, who once enjoyed sport in primary school, drop out during their teenage years. Girls feel judged and often dislike being watched at a time when they are also navigating the challenges of female puberty, but 76% of teenage girls want to be active.
Mothers and mother figures are an integral part of the solution.
Almost half (48%) of the teenage girls Women in Sport heard from stated that their mum, aunt, or other mother figure supports them to be active. We also know midlife women need opportunities themselves; they are usually very time poor, under pressure from the burden of caring for others while working flat out so that their own happiness and health comes last. 71% of women experiencing the (peri)menopause want to be more active.
Stephanie Hilborne OBE, chief executive of Women in Sport, said: “This year’s #TimeTogether campaign is all about empowering midlife women to connect with their daughters or nieces through the joy of being active. For generations, men and their sons have bonded over sport. It’s overdue for women and girls to experience the same fulfilment.
“At a time when teenage girls are feeling more judged and pressured than ever, sport can bring freedom from the burdens of everyday life. Mothers also need time for themselves – but we know many are missing out due to being over burdened with responsibility at home and at work as well as managing peri-menopausal symptoms. Through this campaign we urge mums to give sport a go, not only for their own well-being but to inspire their daughters or nieces to stay happy, healthy and active.”
The support from new and existing partners has been incredible this year, with so many gathering and sharing inspiring real-life stories on their social media channels to promote #TimeTogether, and get more mums and daughters active together.
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