Represent NHS Blood & Transplant campaign: Blog tasks

 1) What is an advertising campaign?

a campaign in order to advertise a specific product or idea to a bigger wider range of audiences

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

The NHS represent campaign is trying to encourage people from all backgrounds (mainly black and asian communities) to donate blood 

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

The advert wants to encourage people to go donate blood to those who are in need of it

4) Why is the advert called 'Represent'? 

It conveys the idea of representing all communities and encouraging all 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.

The advert has chosen celebrities in order to give encouragement and influence fans of set celebrities to enact upon what the celebrities are representing within the advert

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

represents the low amount of people from black and asian communities actually donating blood and the 3 chairs can also be a link to the 3% of people who actually do donate blood

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

its set in an urban setting (London) there is camera shots of the person singing into the camera 

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

female boxer, Muslim female scientist, athlete in a wheelchair

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?

Gives references to beauty products 

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

At moments like 0:51 we see the celebrity looking into the camera in a close up shot which shows how the celebrity is speaking towards the audience directly furthermore the outfits of the celebrities are the typical urban style of clothing we would typically see a person wear thus leaning into making a connection amongst the audience and the celebrity and encouraging the idea that everyone can donate blood

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?

The choir will make their debut with an exclusive performance on the 20th November at the

MOBO Pre Awards Show at Boisdale Canary Wharf, London, as well as performing at various

events and locations, culminating in a rousing performance at the 22nd MOBO Awards

itself, which will be held at the First Direct Arena in Leeds on 29th November.

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

as the star (the celebrity) helps represent the people making the advert and also help in promoting their message 

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?

As them working with the companies also promotes the advert it promotes the idea to their audience and thus their audience will follow in the message they promote

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.

They chose hip hop genre style of music to appeal to a wider audience of young people and they used celebrities in order to promote their own media into theirs