Channel 4 has teamed up with the Department for Education (DfE) and media agency MG OMD to debut a new branded entertainment series, How to Love Your Job, hosted by Anna Williamson, renowned life coach, author, and podcaster. This series aims to raise awareness of early education and childcare careers, offering a fresh perspective on the rewarding aspects of working in the sector.
The series, which launched across Channel 4’s digital platforms—including YouTube, Instagram, and Facebook—features heart-warming films that showcase the stories of early years workers. Each episode dives into the personal journeys of professionals in the sector, exploring what motivates them, the challenges they face, and the joy of nurturing the next generation. By focusing on these inspiring individuals, the series aims to attract a new wave of talent to this vital industry.
Channel 4’s Content Solutions Leader, Rupinder Downie, expressed excitement about the collaboration, saying, “We are proud to begin 2025 by partnering with the Department for Education. How to Love Your Job exemplifies the type of impactful social branded entertainment Channel 4 is known for, engaging audiences and inspiring a deeper understanding of the roles within early years education.”
Stephen Parnell, Digital Commissioning Executive at Channel 4, added, “Channel 4 continues to innovate in digital content, responding to the evolving preferences of our audience. How to Love Your Job is the perfect example of how we are delivering a multi-genre, digital-first series that resonates with viewers where they are.”
The series was produced by KAKAW Productions and brokered by OmniGOV, MG OMD’s dedicated division for UK government work. Polly Mason, Partnerships Account Director at MG OMD, commented, “We are thrilled to collaborate with Channel 4 and the Department for Education on this project. Leveraging Channel 4’s extensive audience reach and branded social entertainment expertise has allowed us to craft content that encourages viewers to explore careers in early childhood education.”
How to Love Your Job adds to Channel 4’s growing branded entertainment slate, which includes other high-profile series like Celebrity Send-Off with Co-op Funeralcare and Pizza Spa with Domino’s. This collaboration with the DfE also builds on Channel 4’s previous work with the Department, which included campaigns supporting the Skills For Life initiative.
As the demand for quality childcare and early education professionals grows, this series plays a pivotal role in reshaping public perceptions of these essential roles, offering both heart and insight into what it truly means to work with young children.
