Canada’s Sport Information Resource Centre (SIRC), supported by the Government of Canada, is leading a pilot media campaign this fall. Mom’s Got Game (Vas-y, Maman!) is a bilingual initiative encouraging, celebrating and supporting moms of school-aged kids to play sport and be active. Through partner engagement and digital, radio, and television advertisements, #MomsGotGame (#VasYMaman) aims to:
- Celebrate moms who are making efforts to play sports and be physically active;
- Provide resources for moms to get involved in sport for the first time, or to participate more often; and
- Change the perceptions and attitudes of friends and family (e.g., partners, children) to support mom’s physical activity and sport participation.
The benefits of physical activity and sport participation cannot be understated. And while moms recognize the importance of physical activity for their health and wellbeing, they often prioritize the needs of their children, household, or employer above their own (Hamilton & White, 2010; Krouse et al., 2011).
Indeed, women report significant decreases in their physical activity levels after giving birth to their first child (McIntyre & Rhodes, 2009). Up to 75% of moms experience barriers to regular physical activity, including lack of time and social support, fatigue, childcare, and obligations to other roles (Verhoef & Love, 1992)—and these barriers may be exacerbated during the COVID-19 pandemic.
According to the World Health Organization, it is common for children to be more demanding of parents in times of crisis. Moreover, the United Nations Educational, Scientific, and Cultural Organization estimates that 1.38 billion children have been taken out of school or childcare during the pandemic, with limited access to group activities, organized sports, or playgrounds—meaning that parents have been comforting, supervising, teaching, and entertaining their children around the clock.
Despite the fact that many moms want to participate in physical activity and sport (CFLRI, 2020), additional parenting duties and limited access to fitness facilities and organized activities (e.g., exercise classes, sports leagues) are creating additional challenges to being active. As such, resources and support provided through #MomsGotGame will consider the unique challenges and circumstances for mothers during the COVID-19 pandemic.
Through #MomsGotGame, SIRC envisions a “new normal” where more moms are playing sports and getting active!
 See “Physical Activity and COVID-19: A Review of the Benefits and Effective Behaviour Change Strategies” on SIRC.ca.
 World Health Organization (2020). Mental health and psychosocial considerations during the COVID-19 outbreak. https://www.who.int/publications/i/item/mental-health-and-psychosocial-considerations-during-the-covid-19-outbreak