Channel 4 has commissioned a second series of Love Is In The Blood for digital entertainment channel, Channel 4.0, in partnership with NHS Blood and Transplant (NHSBT).
After the first series won Best Content Partnership or AFP at the 2026 Broadcast Digital Awards, and Best Branded Content at this year’s TellyCast Digital Video Awards, C4.0 star and creator Adeola Patronne is back assuming her role as matchmaker for eight more hopeful singles.
Produced by Word On The Curb, this branded entertainment series pairs two singletons together. One has donated blood before, and for the other it’ll be their first time. Dialling up the romance in C4.0 style, the matches will be blind dating behind dividers while helping save lives by donating blood. During, Adeola will be asking them to answer a series of light-hearted and meaningful questions to find out whether their heart skips a beat for one another.
From a quick-fire quizzing asking such things as ‘love at first sight, or slow burn?’, to deep dive questions as they each seek to find if their core values align, the pair will then decide whether to meet each other face-to-face. However, if one or both decide not to, then they must walk away never having met their date.
Kaio Grizzelle, Digital Commissioning Editor and Interim Channel 4.0 Commissioning Lead, said: “We’re excited to bring back the award-winning series, Love Is In The Blood, with Adeola assuming Cupid’s responsibilities once again. Not only is it entertaining but it is also purposeful content, breaking down stigmas that hopefully sees more people start donating blood. We’re grateful to see it receive its accolades.”
Sam Hicks, Channel 4’s Head of Advertiser Strategy, said: “Love Is In The Blood is a fantastic example of how entertainment can engage audiences with important issues. The success of the first series demonstrated the power of Channel 4.0’s talent and innovative formats to connect younger viewers with a vital cause, like blood donation, and we're delighted to continue our partnership with NHS Blood and Transplant for a second series."
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. With each donation saving up to three lives, the more people we inspire to donate, the more lives we can help save.”
Word On The Curb’s CEO and Co-Founder, Ndubuisi Uchea, adds: “Producing this series has been a personal and business highlight over the past couple of years. The success from series one, both amongst audiences and within the industry, shows how powerful blending entertainment and meaningful storytelling with great contributors can be to drive real behaviour-change. This is a unique and innovative series that works well because of all the phenomenal partners involved.
“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.”
Monica Newell, Director, Sports & Entertainment, WPP Media, said: "We're incredibly proud to be bringing Love Is In The Blood back for a second series with NHS Blood and Transplant and Channel 4. The success of the first series showed the power of entertainment-led storytelling to engage younger audiences with an important cause in a way that feels authentic, relatable and culturally relevant.
“Back with a second series, we're excited to inspire more people to see blood donation as something for them, helping to challenge perceptions and ultimately encouraging more people to take that first step and become blood donors."
Love Is In The Blood is produced by Word on the Curb, with the partnership deal, media planning and buying led by WPP 650, WPP Media’s bespoke Government team. The series returns to Channel 4.0 YouTube Channel on 30 September, with highlights shared across TikTok and Meta platforms.
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