Represent NHS Blood & Transplant campaign:

 1) What is an advertising campaign?

A series of advertisements that share a singular theme , message or idea. These are used to raise awareness of an issue or of the brand itself.

2) What is the objective of the NHS Represent campaign? 


The objective of the campaign is too spread awareness about needing more black and Asian blood donors. The advert is so it can influence people from ethnic backgrounds to donate blood to help other people needing blood from ethnic backgrounds.

3) What does this advert want people to do once they've seen it (the 'call to action')? 

They want people to take action and donate blood to the NHS.

4) Why is the advert called 'Represent'? 

To address the lack of black and Asian blood donors whilst celebrating their achievements across British society.

5) Why have the producers chosen celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

The producers chose to use celebrities in the advert to draw attention to the message they was spreading. Example's of a well-known person who featured in the advert is Lady Leshurr ( British rapper) , Nicola Adams (professional boxer) , Chuka Umunna ( former politician ) .

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

The empty chairs could be a representation of a "gap" in the healthcare system that the audience is being asked to fill . Another connotation could show the absence of the black and Asian blood donors around.

7) How does the advert match the key conventions of a typical urban music video?

The camera angles , close up shot , where the video is being filmed and the "costumes" . 

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

Three examples could be , black and Asian communities have often been underrepresented / portrayed negative stereotypes (ethnicity) . The media often portrays disabled people as "objects of pity". This advert subverts this through Ade Adepitan (disability / ability) . 

9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

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