Represent NHS Blood & Transplant campaign

 1) What is an advertising campaign?

Some adverts are produced in a series as a campaign. An advertising campaign is a series of advertisements that share a singular theme, message or idea. These are used to raise awareness of an issue or of the brand itself. The best campaigns have an emotional impact on audiences.

An advertising campaign will usually appear across multiple media platforms - print, broadcast and online.

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

The objective is to try make more black and Asian people to donate blood as it was only 3% (in 2016) so the aim was to bring awareness and try get more of them to do so as it was needed to treat patients with sickle cell disease and thalassaemia which mainly affect patients of black or Asian heritage.

3) What does this advert want people to do once they've seen it (the 'call to action')? 
to book an appointment to give blood, visit the NHS blood donation website, call 0300 123 23 23, or search for the 'NHS give blood' app.

4) Why is the advert called 'Represent'? 
The advert is called represent to say that if you donate blood and help then you are representing your community/ethnicity/heritage.

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.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The connotations are how the empty seats are the remainder of the 3% of the black and Asian people who have not donated and how those people of that heritage can donate their blood and fill those spaces to help those in need.

  
7) How does the advert match the key conventions of a typical urban music video?
The advert matches the key conventions of a urban music video by having a lot of shots of the key artist and the lyrics of the music video also linking to what you see. There are many low-angled, close up shots in hip hop videos, to imply the artists’ power over their audience. The low angle gives them the power, because they look down on the audience and the close up gives status because it implies they’re important enough to have a frame to themselves.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 
The advert subverts stereotypes by one being femininity as the woman is rapping which normally is a man rapping, another one is disability as you see a famous man in a wheelchair, and lastly class as you see very different class ranges from people working in corporate jobs, being famous footballers to someone being a at home nail tech, a child boxer.

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?
The advert reinforces that anyone could do/be anything they want to be by listing many many jobs and careers such as being a footballer, dancer, coach, nail tech, working with the government, being a scientist.

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

The medium shot of the three chairs connote the missing percentage of  black and Asian blood being donated to patients who need it. The dull and empty shot tells us how if someone were to fill those places it will bright up the room and save lives. The setting is placed in a hospital where people die, get better and get treated, people loose loved ones etc so it makes the target audience they are trying to reach feel bad try try make herm empathise with them.