Represent NHS Blood & Transplant campaign

 1) What does BAME stand for?

Black, Asian and minority ethnic

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

give blood transfusions to people who need blood that is closely matched to their own.

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

this advert wants people to do once they’ve seen it because people are in need of more blood.

4) Why is the advert called 'Represent'?

because it represents blakc and asian ethnics.

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 - make sure you write their names and spell them accurately.

producers chosen famous bame celebrities because it wouldn’t make sense to put people that are not part of the bame community.- lady leshur, Nicola Adams.

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

The slow-placed long shot of 3 empty chairs at the end of the advert represents the 3% of people who don't donate blood

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

One key rap music video convention is the advert is that it is mainly black people in the rap video.Another key convection of this video is that they are in multiple different areas with people doing multiple different things.

8) 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?

An oppositional reading from this advert that people could find offensive is that no black or asian people are donating blood this could be offensive because black and asian people could find this racist because some are donating.

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

One of the CLAMPS is the 3 chairs at the end iwhich connotes the 3% of the BAME community that donate blood.Another CLAMP is the lighting at 0:44 with a woman alone with all black around her which may connote that she alone or her race alone are not donating blood.Finally at 1:05 there are only black people connoting how the black community also needs to donate blood.

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

One stereotype that has been subverted is that woman cannot be violent this is subverted at 0:25 with a woman boxing.Another stereotype being subverted is that disabled people cannot play sports this is being subverted by showing Ade Adeptitan a disabled basketball player.Finally another stereotype is that woman cannot work in offices this is being subverted by showing Kanya King.

 Grade 8/9 extension tasks

1) How does the advert use genre and intertextuality to appeal to the target audience?

The advert uses genre and intertextuality to appeal to an audience because by using a range of different kind of people with different reasons for fame they will gain a variety of views to watch the advertisement.

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

It helps the campaign stand out because the use of a variety of celebrities attracts a variety of their fans who will watch the advert most of which being part of the BAME community.

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 famous for her British grime and hip hop rapping which is most commonly listened to by black people who are the B in the BAME community. Kanya King is a black biographer and MOBO award winner who has been named one of Britain's most influential people so by being in this advert she can use her skills to influence people to donate blood. Ade Adepitan is a Paralympic basketball player who has been awarded the Certificate of Excellence.

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 aims to build on the success of the Represent campaign by explaining how donated blood can be used and a little backstory on the celebrities used in the advert.For example " from Black communities, who are more likely to have genetic blood conditions, such as sickle cell disease, which requires regular blood transfusions." and "MOBO Founder and CEO, Kanya King MBE said “MOBO has always had a social and cultural responsibility to drive positive change, so we are proud to team up with NHS Blood and Transplant again to launch this vital campaign. “B Positive” "