Channel 4 Teams Up With NHS Blood And Transplant

Channel 4 has partnered with NHS Blood and Transplant (NHSBT) to demystify the blood donation process for young people and entertain viewers at the same time.

In the new branded entertainment series: Love is in the Blood, Adeola Patronne (Ready or Not, Worst in Class, Tapped Out) will present the new series for Channel 4.0 and turn her hand to matchmaking.

Giving blood takes under 10 minutes, with the whole process taking around an hour from start to finish. Volunteers are welcomed in with a drink, complete a pre-screen check with a registered nurse before heading into the donation area.

Unconventionally, in Channel 4.0 style, this two-part 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 what better way to ease in than pairing with an experienced donor who may, or may not be, their type?

Getting to know each other in this unusual way, these single hopefuls are quizzed by Adeola 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.

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.

Love is in the Blood will premiere on Channel 4.0 Tuesday 19 August.

www.channel4.com