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? 

The best match typically comes from blood donors from the same ethnic background.

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

Donate blood to the campaign.

4) Why is the advert called 'Represent'?

As those of the BAME community are representing their culture and attract attention.

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.

Featuring the video is Ade Adepitan, an wheelchair basketball player.

Another well-known person in the video is Lady Leshurr, a black female rapper who is the focal point in the advert.

Another famous person featuring the video is Kanya King, CEO of  MOBO 

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

The empty chairs need people to fill them up. Another connotation of the empty chairs is death. That people are dying and that people of the BAME community should donate blood to those in need.

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

The advert uses many low-angled, close up shots which is common in urban and hip-hop music videos.

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

- Ade Adepitan being a wheelchair basketballer recorded outside of the Olympic Stadium subverts stereotypes that disabled people cant partake in sports.

- Kanya King being a black, female CEO of MOBO recorded sitting at her desk with her natural hair subverts stereotypes that women of colour cannot hold leadership roles in society.

- Nicola Adams being a female boxer recorded i a boxing ring subverts stereotypes that women cannot be aggressive and can fight.

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?

- The advert reinforces a black stereotype that black people's professions require performance eg footballer, dancer, gospel choir

- The music video format reinforces idea that BAME young people are attracted to rap and grime music.

- The locations the video was shot in reinforces idea that BAME people live in urban areas/estate

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

Kanya King, CEO of MOBO, was sitting at her desk and had a close up shot of her working in her office which portrays her successful job.  

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?

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

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?

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.