Sport Ireland, in partnership with Healthy Ireland, has launched “It’s My Time”, a new campaign that aims to encourage women over 40 to increase activity levels through exercise and sport.

This is the launch video from the campaign.

Repeated studies, including Sport Ireland’s Irish Sport Monitor, have shown that women over 40, particularly those from disadvantaged communities, are amongst the least likely to be physically active or play sport.

Only 28 per cent of women over 40 believe they meet the World Health Organisation’s recommended exercise guidelines of 30 minutes of exercise 5 days a week, with the leading barriers to exercise being too tired (64%), a lack of time (41%), a preference to do other things (36%) and injury or disability (31%).