Award-winning Love Is In The Blood returns for a second series on Channel 4.0
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.
What is 'Love is in the Blood'?
Produced by Word On The Curb, this branded entertainment series pairs 2 singletons together in each episode. 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.
Statements
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 Quote CEO and Co-Founder of Word on the Curb, Ndubuisi Uchea
"Producing this series has been a personal and business highlight over the past couple of years. The success from season 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."
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.
How you can help
Register and book an appointment to donate on our website, the NHS Give Blood app or by calling 0300 123 23 23.