Channel 4 has partnered with NHS Blood and Transplant (NHSBT) in a bid to ‘demystify’ the blood donation process for young people with a new branded entertainment series.
Running across the broadcaster’s digital Channel 4.0 offering, ‘Love is in the Blood’ will star YouTuber Adeola Patronne and will see her turn her hand to matchmaking.
The two-part series will follow 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.
“Dating shows continue to attract audiences, and this branded entertainment series taps into the idea that you can really meet someone anywhere”, said Sam Hicks, head of sales strategy at Channel 4.
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“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.”
Love is in the Blood was produced by Word on the Curb, with the partnership deal, media planning and buying led by OmniGOV at MG OMD.
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.”
