Channel 4 Sales has released its new branded entertainment series, The Way We Move, is now available on Channel 4’s YouTube, the latest series sees Sport England, and This Girl Can (a campaign funded by the National Lottery) come together to put laughter at the forefront of getting active.
The campaign also sees media partners Amaliah and Black Ballad celebrating the joy of movement.
Breaking away from the pressures of self-consciousness and demanding fitness regimes, The Way We Move invites viewers to reimagine getting active as an inclusive, uplifting, and authentic experience.
Each episode features a high-profile presenter; content creator and author Stephanie Yeboah, actor Nina Wadia, and celebrated comedian Shazia Mirza, who connect with women from different communities across the UK, sharing honest and relatable stories of their relationship with getting active. These personal journeys highlight how embracing one’s individuality and focusing on fun can transform the way we keep active.
Produced by 4Studio, this three-part series is available on Channel 4’s YouTube from 29 October 2025, with additional content also available across its Instagram and Facebook.
This marks the first partnership between these brands, with the deal led by OMG Unite, and the media buying agency MG OMD, part of Omnicom Media Group.
Heather Campbell, senior producer at 4Studio said, “We loved working with these women to bring their personal experiences to social audiences. We hope people feel the same joy we felt when filming, and the digital audience can take inspiration from The Way We Move, because getting active should be something for everyone.”
Kate Peers, strategic lead, Campaigns at Sport England said, “Many women tell us that being active stopped feeling fun somewhere along the way – that it became something they felt judged for or excluded from. The Way We Move is about reclaiming the joy an active lifestyle can bring. Moving your body can be walking or running with friends, line dancing, swimming, a team sport like netball, or weights in the gym – and just 10 minutes a day makes a huge difference to women’s happiness and health. Partnering with Channel 4, Black Ballad and Amaliah means we can get this vital message out there in a way that’s joyful and truly representative.”
Emma Hopkins, Partner Lab leader at Channel 4 added, “The Way We Move is a true example of the benefits of collaboration, and it has been fantastic to work with Sport England, This Girl Can, Black Ballad, Amaliah, OMG’s agencies and 4Studio to bring these authentic stories to life. Representing the whole of the UK is critical to who we are at Channel 4, and this three-part series perfectly aligns with this as it approaches women’s sport from a new angle and shares experiences from a variety of different communities and demographics.”
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