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? 

 provide better matched blood to those who need it.

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

they want the people to donate blood and to open their eyes about how many people need blood and no one is donating the people are donating are just 3%, and to tell the people that everyone is welcome to donate 

4) Why is the advert called 'Represent'?

is called represent because that is what the celebrities are doing, they are representing what people of the BAME community should be doing - donating blood.

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.

The producers of the NHS blood advert have likely chosen famous BAME celebrities to feature in the advert in order to reach a wider audience and increase awareness about the importance of blood donation among diverse communities. By featuring well-known celebrities from BAME backgrounds, the advert can resonate with a more diverse audience and encourage people from all backgrounds to donate blood. Three well-known BAME celebrities who appear in the advert are: 1. Nadiya Hussain - a British-Bangladeshi chef, author, and television presenter who gained fame after winning the sixth series of "The Great British Bake Off" in 2015. She is known for her cooking expertise and engaging personality. 2. Konnie Huq - a British-Bangladeshi television presenter and writer best known for her work on the popular children's TV show "Blue Peter." She has been a prominent figure in British television for many years and is a well-respected presenter. 3. Adrian Lester - a British actor and director of Jamaican descent known for his work in theatre, television, and film. He has appeared in various acclaimed productions, including the TV series "Hustle" and the film "Primary Colours." These celebrities bring their own unique star power and influence to the NHS blood advert, helping to raise awareness and encourage more people, especially from BAME communities, to donate blood and potentially save lives.

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

The slow-paced long shot of empty chairs at the end of the NHS blood advert conveys a sense of emptiness, loneliness, and the urgent need for more blood donors. The empty chairs symbolize the potential lives that could be saved with more donations, while the slow pace emphasizes the seriousness of the situation and the impact of blood transfusions on those in need. The visual imagery prompts viewers to consider their responsibility and the void left by those who are unable to receive necessary blood transfusions. Overall, the advert underscores the importance of blood donation and the urgent need for more donors to save lives.

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

The NHS blood advert aligns with key conventions of urban music videos by featuring well-known BAME celebrities, utilizing an urban setting, incorporating stylish visuals with high-quality cinematography, including high-energy music, and implementing creative storytelling techniques to convey the importance of blood donation. These elements help engage viewers in a visually appealing and emotionally resonant manner, effectively delivering the message of the significance of blood donation in a style that aligns with urban music videos.

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

The NHS blood advert challenges stereotypes in various ways by featuring diverse BAME celebrities to promote inclusivity in blood donation, showcasing both male and female figures to challenge gender norms in advocacy, and including individuals of different age groups to illustrate that anyone can contribute to the cause regardless of their age, subverting traditional expectations and promoting diversity and participation in blood donation initiatives.

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 NHS blood advert aims to challenge stereotypes and promote diversity within the BAME community. However, some viewers may interpret the advert as tokenistic in its representation of BAME individuals, portraying them only in the context of healthcare contributions and potentially reinforcing stereotypes about their societal roles. While the advert strives to promote inclusivity, there is the possibility of differing interpretations and criticisms from audiences who find it offensive or reinforcing negative stereotypes.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS)

One key moment from the NHS blood advert is when the camera focuses on a diverse group of BAME individuals of different ages, genders, and backgrounds donating blood together in a hospital setting. This scene is essential for conveying the message of inclusivity and diversity in blood donation.

From a CLAMPS perspective: - Camera shots: The use of a wide-angle shot in this scene captures the diversity of the group, emphasizing the presence of individuals from various backgrounds coming together for a common cause. This shot creates a sense of unity and inclusivity among the diverse group of donors. - Lighting: The scene is well-lit, highlighting the diverse skin tones of the individuals donating blood. The lighting contributes to the overall positive and welcoming atmosphere of the advert, showcasing the diverse group in a positive light. - Acting: The individuals in the scene are shown actively engaging in the act of donating blood, portraying a sense of community and solidarity in their shared commitment to helping others. Their gestures and expressions convey a message of unity and support for one another. - Mise-en-scene: The hospital setting with medical equipment in the background reinforces the importance of donating blood for healthcare purposes. It also symbolizes the diverse group's collective effort to contribute to a greater cause, regardless of their differences. - Props: The presence of donation equipment and NHS branding in the background adds authenticity to the scene, emphasizing the real-world impact of blood donation and the essential role that diverse donors play in healthcare. Overall, this key moment in the advert effectively conveys the message of unity, inclusivity, and diversity in blood donation through the effective use of camera shots, mise-en-scene elements, and acting, showcasing a diverse group of individuals coming together for a common purpose.