Channel 4 Slates Love is in the Blood

Channel 4 has partnered with NHS Blood and Transplant (NHSBT) to demystify the blood donation process for young people with a new branded series, Love is in the Blood, featuring Adeola Patronne.

Love is in the Blood will premiere on Channel 4.0 on August 19. This two-part series, produced by Word on the Curb, follows eight singletons who go on blind dates behind dividers while they donate blood to help save lives.

Kaio Grizzelle, digital commissioning executive at Channel 4, said: “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.”

“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,” said Mark Chambers, director of donor experience for NHS Blood and Transplant. “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,” Chambers continued.

Ndubuisi Uchea, CEO and co-founder of Word on the Curb, said: “As someone living with sickle cell, I know firsthand 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 behaviors. 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.”