Channel 4.0 is partnering NHS Blood and Transplant (NHSBT) on a two-part dating series called Love Is In The Blood.
Produced by Word on the Curb, the new branded entertainment show aims to “demystify the blood donation process for young people and entertain viewers at the same time.” Adeola Patronne (Worst In Class, Tapped Out) will present the series during which she will turn her hand to matchmaking.
According to C4.0, the series follows 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 the idea is that they will be comforted by going through the process alongside an experienced donor “who may, or may not be, their type”.
During the donor process, single hopefuls will be quizzed by Patronne 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.
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. We know this series will resonate with viewers due to its charm and relatability.”
Mark Chambers, director of donor experience for NHS Blood and Transplant, added: “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.”
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. 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? 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.”
