LoveFilm will offer limited edition Valentine's gift box subscriptions through with 50% of net profits donated to Red, the global fund to help fight HIV/Aids in Africa.
Customers will be able to choose from four, six or 12-month subscription packages, with prices starting at £16. Those that select postal delivery with an unlimited DVD package will be given the choice of five books as a free gift.
The campaign will be supported by a Google Adwords campaign, email marketing to other brand partners' databases and in-store promotions across the Gap and Emporio Armani stores and throughout The Ambassador Theatre Group's 10 West End theatres.
In a separate partnership, customers of LoveFilm and flowersdirect.co.uk will be able to order from a selection of three Valentines bouquets of roses, which will be delivered with LoveFilm subscription vouchers of two titles a month covering a four, six or 12 month period.
LoveFilm is launching an email marketing campaign to support the Valentine's gift subscriptions offers, as well as being heavily promoted across the LoveFilm website.
Promotional inserts will also be distributed in the DVD envelopes when discs are sent out to customers.
Fawzia Pirbhai, product marketing manager at LoveFilm, said: "We are extremely proud to be supporting the Red campaign and hoping customers will help contribute a substantial donation to the global fund, but also looking forward to extending LoveFilm's reach to offices and homes across the UK throught he delivery of thousands of beautiful bouquets."