Represent NHS Blood & Transplant campaign: blog tasks

 1) What does BAME stand for? Bame or BAME may refer to: Black, Asian and minority ethnic

2) Why is there a need for blood in the BAME community? Sickle cell is a painful and debilitating condition which is particularly prevalent in people with an African or Caribbean background. To get the best treatment, patients need blood which is closely matched to their own. 

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

4) Why is the advert called 'Represent'? Because it shows the BAME community and tries to make them donate 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. Lady Leshur who is famous because of the grime scene. 

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?  The slow-placed long shot of 3 empty chairs at the end of the advert represents the 3% of the advert represents the 3% of people who don't donate blood.

7) How does the advert match the key conventions of a typical urban music video? Because its filmed in a town and features a grime rapper.

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

9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an op positional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

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


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.

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