The start of October saw UK non-profit Women in Sport launch a national initiative called #TimeTogether which aims to empower mothers and daughters to reconnect and discover fresh ways to get active together with the goal of feeling happier, stronger and healthier.
The initiative is built around a digital hub which offers practical guidelines and partner assets and the campaign is fronted by TV presenter and journalist Kaye Adams with content running across digital and social channels and supported by a team of partner sporting organisations across the country including British Cycling, England Golf, England Netball and England Rugby.
#TimeTogether is back for a second year to encourage mums/mum figures & daughters to reclaim some time back and get active together!
Are you excited to see what we have in store for you this month?
Click here to see how you can get involved this year: https://t.co/LMORWBgate pic.twitter.com/sHL1I2fyRy
— Women in Sport (@Womeninsport_uk) October 4, 2021
Did you know that 48% of girls said their mum supports them to get active & do exercise? That's why our #TimeTogether campaign is back as we want to inspire mums & daughters to #reconnect with exercise by spending time together.
Get involved today!https://t.co/Ai3L10Y8Ps pic.twitter.com/PeNnWnYlFG
— Women in Sport (@Womeninsport_uk) October 4, 2021
️♀️ We’re supporting the @womeninsport_uk #TimeTogether campaign and are inviting mums and daughters to get active together!
Why not try golf? ⛳
Find out more: https://t.co/xZKBsUUISU pic.twitter.com/96erqCde2m
— England Golf (@EnglandGolf) October 4, 2021
#TimeTogether, a project is part-funded by Sport England and developed with creative agency Lucky7, spans content running across all platforms seeks to drive viewers to find out more information from the initiative digital hub at www.womeninsport.org/timetogether.
The project is all about reconnecting and inspiring, enabling and supporting mums and daughters getting together through October and being more active. To incentivise them to ‘put down the tech and get moving’, participants are encouraged to share what they are doing together and to subscribe to the Women In Sport ezine to be in with a chance of winning prizes.
@womeninsport #TimeTogether #GetMoving #daughtersandmumshavingfun #mumsanddaughters #womeninsport
@womeninsport #timetogether #womeninsport #mumsanddaughters #girlsactive @thisgirlcanuk
#TimeTogether emerged from Women in Sport’s research into teenage girls which found that over the last 18 months of the pandemic activity levels have fallen whilst time spent online has risen. The ‘Women in Sport Covid Attitudinal Data (July 2021)’ survey discovered that 60% of teenage girls are not engaging in the recommended 30 minutes of physical activity per day, 55% have lost confidence in their sporting ability since lockdowns started and that 48% of girls say their mum encourages and supports them most to get active and do exercise.
While 2020 research called ‘Women in Sport, Lockdown Research’ found that mums are also often reluctant to allocate time for themselves to be active with, 32% of women saying that they couldn’t prioritise exercise during lockdown as they had too much to do for others.
“Girls in their teens tell us they want to be more active and that they know exercise is good for them, but they are faced with multiple pressures, whether this is schoolwork, commentary on their appearance or their sense of what society expects of them,” explained Women in Sport CEO Stephanie Hilborne OBE. “Combined with the impact of female puberty, this means girls drop out from sport rapidly at this point in their life. Often at the same time, their mothers are fraught with work pressures, carrying the burden of care for relatives, and coping with menopausal symptoms. During both these life stages our bodies and our minds need the release and freedom of sport and exercise more than ever. There has rarely been a more important time to put down our phones, turn our laptops off and get active together.”
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