Love Is In The Blood

Love Is In The Blood is a purpose-led entertainment format created by Channel 4.0, NHS BT and Word on the Curb to inspire a new generation of blood donors.

NHSBT faces a critical challenge: 12,000 new Black heritage donors are needed to meet demand for ethnically matched blood for patients living with sickle cell disorder. Yet younger audiences remain underrepresented on the donor register. Traditional health messaging was not shifting behaviour. So a campaign was needed to make blood donation feel normal, relatable and culturally relevant. The solution was a bold new format: a blind dating show set inside a functioning blood donation centre. In Love Is In The Blood, a first-time donor is paired with an experienced donor for a blind date that lasts exactly as long as it takes to give blood. Through games, conversation and real human connection, the show demystifies the donation process while naturally introducing the importance of blood types, donor diversity and sickle cell awareness. Produced by Word on the Curb and distributed via Channel 4.0’s youth-focused platforms, the campaign combined long-form storytelling with short-form social content to reach and engage younger audiences. The results were outstanding. The series delivered 12.5 million views (double the booked target) and 6.6 million minutes of watch time, with average viewing durations significantly outperforming Channel 4 branded benchmarks. Most importantly, the campaign shifted attitudes: • 91% understood why blood donation is important • 85% felt inspired to donate • 84% could imagine themselves donating