Advertising case study 2: Represent NHS Blood campaign

1) What does BAME stand for?
Black Asian Minority Ethnicity


2) Why is there a need for blood in the BAME community? 

Because there aren't enough black and Asian people donating blood and according to the making of the video it shows that they both have rare blood types and as it saves lives.

3) What does this advert want people to do once they've seen it (the 'call to action')?
It makes them think that they should donate blood to them as there weren't enough black and Asian people donating blood and that it shows that it saves lives.



4) Why is the advert called 'Represent'?
It represents that only 3% of black and Asian people donate blood meaning that they should donate blood to them, it also represents that black and Asians have good jobs and objectives so they should at least donate blood to them.


5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.
Because all of them are either black or Asian meaning that they have donated blood meaning that they influence their followers or the audience to donate blood to the hospital.


6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
It shows that there is a gap that only 3% isn't enough and that there should be more than 3% as it saves lives and they have rare blood types and there could be more blood to give to people.


7) How does the advert match the key conventions of a typical urban music video?
Because it uses a famous grime artist and the setting of the background as it is in a city and some other urban places in city.


8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 
It shows a wide variety of famous people who have these things so then it shows that they can go through the process with ease, in the advert it shows a wheelchair basketball player and doctors, MPs, etc and it shows the CEO of the company of the music producers as she is a woman which shows success power and respect compared to advertisements from more older times.


9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
It aims towards black and Asian people and it doesn't say anything to about the white people or the other ethnicity, it shows the result of the other ethnicity not the white people, and we don't know fro sure if black and Asians don't have a rare blood type and could just be saying that to make us donate blood.


10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
It shows places of urban areas like car parks for when Lady Leshurr is rapping about the lack of blood donors and in the shot showing the empty chairs of the blood donors it has a background of a city which can be seen through the window.


Grade 8/9 extension tasks

1) How does the advert use genre and intertextuality to appeal to the target audience?
It The "represent" has a red "E" which is backward making a "3", this later takes effect in the end when it says only 3% of black and Asian only donate blood,it shows at the end emphasising the red "E"


2) How is celebrity endorsement or star power used to make the campaign stand out?
It shows the diversity of different people who are also celebrities meaning that they are different cultures and ethnicity's, meaning that if they donate blood then the audience and fans will also follow their ways by donating blood to the company.




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 the niche BAME audience?
Lady Leshurr is a grime artist, meaning she is a rapper in other words, Ade Adepitian is a Paralympic basketball player and Kanya King is the CEO or founder of MOBO, what they all have in common is that they're different ethnics meaning that they show that they are trying to oppose the 3% that don't donate blood.

4) 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?
It shows how they teamed up with NHS so that they can influence people to donate blood as they say that black and other ethnicity's have rare blood, blood types and organs, etc. this shows how each donation can take 1 hour but saves up to 3 lives, it uses people who are other ethnicity's to show that they are donating and nothing bad is happening to them showing that it is okay to donate blood to others.