Channel 4 has teamed up with NHS Blood and Transplant (NHSBT) to help ‘demystify’ blood donation for young audiences through a new branded entertainment series.

Hosted on the broadcaster’s digital platform, Channel 4.0, ‘Love is in the Blood’ will feature YouTuber Adeola Patronne as she tries her hand at matchmaking.

Across two episodes, the show will introduce eight singles who go on blind dates separated by screens while donating blood to help save lives. In each duo, one participant will be a previous donor, while for their partner it will mark their very first time.

Sam Hicks, head of sales strategy at Channel 4 said: “Dating shows continue to attract audiences, and this branded entertainment series taps into the idea that you can really meet someone anywhere. 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.”

Mark Chambers, director of donor experience for NHS Blood and Transplant, said: “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.”