Represent NHS Blood & Transplant campaign: Blog tasks

 1) What is an advertising campaign?

A series of advertisement to promote a product or service

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

To get more people of colour to donate blood

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

They want people to consider blood donation

4) Why is the advert called 'Represent'? 

To represent black and asian communities

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.

Lady Leshurr - Rapper. The advert is music video so she is the voice.
Ade Adepitan - TV Presenter. Represents disabled individuals
Kanya King - Founder of MOBO. Raising awareness to a lack of blood donations from black and asian communities

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
Lack of blood donors especially from black and asian communities, which would make the audience compelled to donate

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

Use of low angles, Direct contact with camera, editing cuts.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

Represents disabled people. Subverts feminine stereotypes, being a boxer, A Muslim scientist

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?

Women wearing makeup/ beauty references. Men wearing formal attire, such as suits. Links to authority (parliament). Typical urban environment for a rap video

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

Lady Leshurr gesturing to the camera and directly looking into the camera. there are frequent close up shots throughout the video. Wears a blue tracksuit with green trainers. there is no heavy jewellery. Setting is on a London rooftop.

Grade 8/9 extension tasks

1) Read this MOBO press release about the "B Positive" campaign - the follow-up to the Represent advert. How does it aim to build on the success of the Represent campaign?

They are launching a new national campaign with a choir which will perform at MOBO's pre award show at Canary Wharf, they will also perform at the 22nd MOBO awards. It is to raise awareness and encourage blood donations.

2) How is celebrity endorsement or star power used to make the campaign stand out?

By using celebrity figures, the campaign will be more visible and well known. It increases trust towards the campaign. Also, more people will be influenced and encouraged to donate

3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of their niche audience?

Lady Leshurr is a well known grime icon, her image reaches her fans and other people interested in grime music. Ade Adepitan is a TV Presenter and wheelchair basketball player. His image reaches disabled people who are inspired by him. Kanya King is an entrepreneur who founded the MOBO awards.

4) How does the advert use genre and intertextuality to appeal to the target audience? You may need to research these key terms first in order to answer this question

It uses a rap genre, which has been closely associated with black communities. it includes intertextuality by referencing previous Lady Leshurr music videos.

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