Represent NHS Blood campaign

 1) What is an advertising campaign?

An advertising campaign is a series of adverts that are designed to work together to promote the same product, brand, or message

2) What is the objective of the NHS Represent campaign? The aim of the NHS Represent campaign (the one in the YouTube video) is to encourage more people, especially young people from different communities, to represent themselves and their communities by taking pride in participating in a crucial cause like blood donation in the NHS.

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

The call to action of the NHS Represent advert is to encourage people to register as blood donors and donate blood.

4) Why is the advert called 'Represent'? 

The advert is called “Represent” because it encourages people to represent their community, culture, and identity by donating blood and supporting the NHS.

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 producers decided to include celebrities in the NHS Represent advert because celebrities are able to draw people’s attention and make them more likely to watch and remember the message. Celebrities are also influential, so people may listen to and respect what they are saying. Celebrities are also able to inspire people, especially the young, by showing that successful people have links to the NHS and come from different backgrounds. This makes the NHS seem important, inclusive, and something to be proud of.

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

the empty chairs symbolise absence and loss

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

the advert uses fast-paced editing and cuts that match the rhythm of the music. 

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

The advert shows NHS workers from many different ethnic backgrounds in important and respected roles. 

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?

Although the advert features people of different ethnic groups, certain audiences may pick up on the fact that ethnic minority employees are portrayed more in nursing/support roles than in management roles.

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