Represent NHS Blood & Transplant campaign

 1) What is an advertising campaign?

An advertising campaign is a series of advertisements that share a singular theme, message or idea. 


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

To get more donations from Black + Asian community.

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

They want the people to react to it and start donating and to them. 

4) Why is the advert called 'Represent'? 

It is called Represent because they are representing Black and Asian heritage. This advert is targeting Black and Asian people.

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.

Nicola Adams MBE, TV presenter and wheelchair basketball player. Ade Adepitan, Chuka Umunna MP and MOBO's own founder and CEO Kayna King MBE. 

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

This represents that people are rarely donating any blood to them. They are showing this because they want people to do the opposite. 

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

Close up camera shots, even video shots in different kinds of locations.

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

Campaign designed to influence the audience's behaviour.

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?

They don't include other ethnicities.

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

They seem happy in the advert. They are in a positive mood.

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