Channel 4 announced it has partnered with NHS Blood and Transplant (NHSBT) to demystify the blood donation process for young people while entertaining viewers at the same time. In the new branded entertainment series, “Love is in the Blood,” Adeola Patronne (“Ready or Not,” “Worst in Class,” “Tapped Out”) will present the show for Channel 4.0 and try her hand at matchmaking.
Sam Hicks, Head of Sales Strategy at Channel 4, said: “Dating shows continue to attract audiences, and this branded entertainment series taps into the idea that you can really meet someone anywhere. It has been fantastic to work with NHS Blood and Transplant and spotlight to a younger audience, via Channel 4.0 and Adeola Patronne’s fans, the process of how you give blood whilst addressing some of the concerns or misconceptions they may have.”
Kaio Grizzelle, Digital Commissioning Executive at Channel 4, added: “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, stated: “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.”
Emily Hooper, Strategic Planning Business Director at OmniGOV at MG OMD, added: “With the additional barriers that young people face when it comes to self-identifying as a blood donor, we know we have to do more than just tell them about it — we have to show them that it’s something for them. By partnering with influential Channel 4.0 talent, we’ll be able to model donation in a way that feels both aspirational and achievable. ‘Love is in the Blood’ will bring heart, humour and real-world connection to a topic that matters, aiming to inspire a new generation of donors to sign up and donate. It’s been a truly meaningful project to work on for the whole team at OmniGOV at MG OMD.”
Giving blood takes under 10 minutes, with the entire process lasting around an hour from start to finish. Volunteers are welcomed with a drink, complete a pre-screen check with a registered nurse, and then head into the donation area.
In true Channel 4.0 style, the two-part series follows eight singletons who go on blind dates behind dividers while donating blood to help save lives. In each pair, one participant will have donated before, while for the other it will be a first-time experience. Many first-time donors feel nervous, so pairing them with an experienced donor — who may or may not be their type — helps ease the process.
As they get to know each other in this unusual setting, the singles are quizzed by Adeola to discover what makes their hearts beat in romance. After the “donation date” is over, they must decide whether to meet face-to-face or leave without knowing who was on the other side.
“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. The series will premiere on Channel 4.0 on Tuesday, 19 August.
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