The two-part show is made in partnership with NHS Blood and Transplant

Dating and blood donation are to be combined in a new entertainment format for Channel 4.0, called Love is in the Blood.

Channel 4 is partnering with NHS Blood and Transplant (NHSBT) on the show, presented by Adeola Patronne. The two-part series will follow eight singletons who go on blind dates, behind dividing screens, as they give blood.

One of each pair will have donated blood before, but the other will not. Once the ‘donation date’ is over, 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 audience engagement agency Word on the Curb, with the partnership deal, media planning and buying led by OmniGOV at MG OMD.

It was ordered by digital commissioning executive Kaio Grizzelle, who 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.

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.”

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.”