Channel 4 has commissioned a second series of Love Is In The Blood for its YouTube channel Channel 4.0, in partnership with NHS Blood and Transplant.
Creator Adeola Patronne returns as matchmaker for eight single people in the Word On The Curb production. Each date pairs someone who has donated blood before with a first-time donor. The two give blood on opposite sides of a divider while answering questions, then decide whether to meet face to face.
The series will return to Channel 4.0 on September 30, with highlights distributed on TikTok and Meta platforms. WPP 650, WPP Media’s Government team, led the partnership deal, media planning and buying.
Kaio Grizzelle, digital commissioning editor and interim Channel 4.0 commissioning lead, said: “Not only is it entertaining but it is also purposeful content, breaking down stigmas that hopefully sees more people start donating blood.”
Ndubuisi Uchea, CEO and co-founder of Word On The Curb, added: “As someone who lives with sickle cell, it’s amazing to see it recommissioned and we’re excited to be able to deliver more laughs, meaningful connections and most importantly increase the number of new blood donors to the register.”
Mark Chambers, director of donor experience at NHS Blood and Transplant, said: “Love Is In The Blood sets out to make blood donation relevant to the next generation of donors, showing younger audiences that donating blood is easy, aspirational and genuinely lifesaving – through the fun and engaging content that Channel 4.0 is known for. We need around 140,000 new donors every year to replace those who are too old or no longer able to donate and at least 16,000 more donors of Black heritage, to help meet demand for patients with sickle cell disease.”
