An advertising campaign is a series of advertisements that share a singular theme, message or idea. It is used to raise awareness of an issue or of the brand itself - the best campaigns will have an emotional impact.
2) What is the objective of the NHS Represent campaign?
The objective of the NHS Represent campaign is to encourage people of Black and Asian ethnicities to become blood and organ donors, as there is a shortage of specific blood types needed to treat specific diseases and illnesses that mostly affect Black and Asian people, such as sickle cell disease, and more organs are needed to save lives.
3) What does this advert want people to do once they've seen it (the 'call to action')?
To become blood and organ donors, and encourage other people of Black and Asian heritage to do the same, in order to save lives.
4) Why is the advert called 'Represent'?
The advert is called 'Represent' to reflect the lack of representation of blood donors of BAME communities, and encourage others to 'represent' that minority demographic by becoming blood donors themselves. Perhaps, it also references the celebrities in the advert who 'represent' BAME communities. In the advert, Lady Leshurr also names professions, then states that people of Black and Asian heritage aren't "representing in other ways, like giving blood."
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.
Some of the celebrities featured are:
- Lady Leshurr - British rapper, singer, songwriter and producer - known for her 'Queen's Speech' series of freestyles, which went viral on social media. She is the main performer in the advert.
- Nicola Adams - British former professional boxer (competed from 2017 - 19), holding the World Boxing Organisation female flyweight title in 2019 and retiring with an undefeated record. She features in a boxing ring in the advert.
- Ade Adepitan - Nigerian-born British television presenter and wheelchair basketball player. He is a disability advocate. In the advert, he is featured in front of the London stadium, staring down the camera.
- Chuka Umunna - British businessman and former politician serving as MP for Streatham (2010 - 19). He was a former member of the Labour party, leaving in 2019 and later on joining the Liberal Democrats. He subsequently failed to be re-elected. In the advert, he is featured in front of the Houses of Parliament.
- Kanya King - British entrepreneur who founded the MOBO Awards, "an annual British music award presentation honouring achievements in "music of black origin". MOBO partnered with NHS Blood and Transplant (NHSBT) to create the 'Represent' campaign. In the advert, she is featured in an office-style building, acting as the CEO.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The empty blood donor chairs could be indicative of the fact that not enough people of BAME communities are signing up to be blood donors, as it is paired with the statistic that "only 3% of blood donors are Black or Asian". Therefore, the chairs are empty, as that demographic is not present. The empty chairs may also connote the idea that the people who needed specific blood types to treat their diseases did not receive it, and therefore passed away.
7) How does the advert match the key conventions of a typical urban music video?
The advert matches key conventions of an urban music video through the settings it is filmed in. For example, Lady Leshurr is featured on a car park roof at the beginning of the video, and most other scenes are filmed at other locations in London. The costumes are also quite casual, and there are many sports scenes, reflecting typical urban conventions. In addition, the music itself is of the rap or grime genre, which commonly uses an urban-style music video.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subverts gender stereotypes by using Kanya King to represent female CEOs/businesswomen (subverting the stereotype that women cannot work in positions of higher power), using Nicola Adams to represent female boxers, and women in sports in general (subverting the stereotype that women are not able to compete with men in sports), and showing two Black, female scientists working in a lab (subverting stereotype that women are not 'smart' enough to find professions in STEM).
The advert subverts ethnicity stereotypes through, once again, showing two Black, female scientists (subverting stereotype that people of ethnic minorities are not able to work in STEM), and featuring mostly Black people in general (dismantling the 'white default' stereotype).
The advert subverts stereotypes of place by featuring Black and Asian people in areas where they would not usually be portrayed - a lab, in front of the Houses of Parliament, etc. Usually, these minorities are featured in more urban areas associated with 'hip-hop' and 'rap' (which this advert also does).
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?
As said before, the advert reinforces stereotypes of place by featuring people of BAME communities in urban locations (such as the car park roof at the beginning of the advert), which they are stereotypically associated with ('gangster', 'ghetto' stereotypes).
The advert reinforces stereotypes of age by featuring older, middle-aged people in positions of power (CEO/businesswoman, MP, etc.) instead of young people (reinforcing stereotype that young people are not 'smart' enough to be in more powerful roles).
The advert does reinforce some stereotypes of gender by featuring more men in sports locations than women (male footballer and Ade Adepitan, versus Nicola Adams), reinforcing the stereotype that men are 'inherently better' than women at sports.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
At 0:56 in the advert, Lady Leshurr is shown from a subtle low-angled over-the-shoulder shot, creating connotations of power and allowing us to 'sympathise'/connect with her in a way (through the over-the-shoulder shot). Her raised fist connotes strong, extreme feelings of power and is a call to action for those of BAME communities to represent themselves as blood donors (it possibly also references the Black Lives Matter movement). She also has a quite casual costume, helping reinforce the 'rap/grime' genre through the stereotype. The blue sky also connotes freedom and opportunity, perhaps referencing the opportunities and freedom the BAME communities should give other people by becoming blood donors and saving their lives. The fast-paced transition is a key convention of music videos, as it is edited and 'cuts' along with the beat of the song.
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