Channel 4 has partnered with NHS Blood and Transplant (NHSBT) for a new branded entertainment dating series, Love is in the Blood, for Channel 4.0.
Adeola Patronne (Ready or Not, Worst in Class, Tapped Out) will present the new series that will follow eight singletons who will go on blind dates behind dividers while they donate to help save lives.
In each pair, one will have donated blood before, but it’ll be the first time for their matches. Many first-time donors are nervous, “so what better way to ease in than pairing with an experienced donor who may, or may not be, their type?”
The single hopefuls are quizzed by Adeola to “find out what makes their heart beat when it comes to romance.” After the ‘donation date’ is over they will have a decision to make. They can choose to meet the person on the other side face-to-face, or head home none the wiser.
Love is in the Blood is produced by Word on the Curb, with the partnership deal, media planning and buying led by OmniGOV at MG OMD.
Love is in the Blood will premiere on Channel 4.0 Tuesday 19 August.
Kaio Grizzelle, Digital Commissioning Executive at Channel 4 says: “Channel 4.0 being our youngest-skewing channel will allow the NHSBT to position themselves in front of viewers who may know little about the process of donating blood, and how simple it is. Particularly when it comes to young people of Global Majority heritage, who are an underrepresented proportion among donors. It is exciting to see how Word on the Curb can produce a format to help promote and engage people in blood donation, while staying true to Channel 4.0’s vision and style. We know this special series will really resonate with viewers due to its charm and relatability.”
Mark Chambers, Director of Donor Experience for NHS Blood and Transplant, says: “To inspire a new generation of giving types we need to show younger potential donors that blood donation is an easy, aspirational activity with a lifesaving impact. Love is in the Blood, features all the engaging, entertaining dating content you would expect from Channel 4.0, but with blood donation placed at its heart.
We need over 200,000 new donors every year, and 17,000 more donors of Black heritage, to help ensure that we have enough blood to meet the demand of hospitals as well as ensure patients with conditions like sickle cell get the life-saving transfusions they need, so it’s important to bring the ease and impact of donation to new audiences.”
Ndubuisi Uchea, CEO & Co-Founder of Word on the Curb, said: “As someone living with sickle cell, I know first-hand how vital blood donation is. With Love is in the Blood, we wanted to take something often seen as clinical and reframe it through the lens of human connection – and what better way than through dating? At Word on the Curb, we believe in the power of edutainment, blending human storytelling with entertainment to shift perceptions and behaviours. This series is a perfect example of how culturally relevant formats can break down barriers, especially for younger audiences who often don’t see themselves reflected in traditional donation messaging.”
The producer is Georgia Radcliffe; Exec Producer is Ndubuisi Uchea; Production Manager is Sami Wu
For those inspired to donate, you can register or book an appointment by visiting www.blood.co.uk or downloading the NHS Give Blood app.
Jon Creamer
Share this story
