Channel 4 and Sport England collaborate on new digital series
Channel 4 and Sport England have partnered for the first time to launch The Way We Move, available on Channel 4’s YouTube, showcasing authentic stories of women getting active across the UK.
The series, produced by 4Studio, has been created in collaboration with Sport England’s This Girl Can campaign, funded by the National Lottery, with media partners Amaliah and Black Ballad. It has aimed to encourage women to reconnect with physical activity by focusing on enjoyment and inclusivity rather than pressure or performance.
Each episode has featured a different presenter — content creator and author Stephanie Yeboah, actor Nina Wadia, and comedian Shazia Mirza — meeting women from a range of UK communities to explore their personal relationships with movement and exercise. The series has encouraged audiences to view getting active as an accessible and positive experience, whether through walking, dancing, swimming, or team sports such as netball.
The partnership has been facilitated by OMG Unite, with media buying managed by MG OMD, both part of Omnicom Media Group. Additional social content has been released across Channel 4’s Instagram and Facebook platforms to extend reach beyond YouTube.
The Way We Move has reflected Channel 4’s wider commitment to representing diverse voices and communities across the UK, while supporting Sport England’s ongoing efforts to close the gender activity gap. Recent data from Sport England’s Active Lives survey has shown that around 2.4 million fewer women than men are regularly active, a disparity initiatives like This Girl Can have sought to reduce since 2015.
This collaboration has represented a growing trend in UK broadcasters and public bodies working together to promote health and inclusion through digital storytelling, particularly as audiences increasingly engage with content on social platforms.
