CSP - NHS Blood and Transplant campaign

1) What does BAME stand for?
Black, Asian Minority Ethnic (community)

2) Why is there a need for blood in the BAME community? 

The BAME community no not donate enough blood as do the British community, many blood diseases like sickle cell anaemia and thalassemia which are more common in the BAME community.

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

The advert intends to encourage the BAME community to donate blood more so they can treat patients whose conditions require blood that suits them better.

4) Why is the advert called 'Represent'?

The verb represent is a command to stand up or act for something and the advertisement is commanding it's intended consumers to donate blood to the NHS. It also relates to the audience.

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.

TV presenter and wheelchair basketball player, Ade Adepitan, CEO Kanya King and Olympian Nicola Adams. 

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?

The three chairs could illustrate how only 3% of the UK's blood donors are of black or Asian heritage. The chairs are empty, showing the absence of BAME donors, the emptiness of the chairs could also represent the death of patients who could've been saved if more black and Asian people had donated.

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

The cut-shots to each scene are very abrupt. There are also a lot of low-angled shots of the celebrities. The music itself is composed in a hip-hop/rap style.

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

It shows women, who are usually paid less and given less-extreme jobs, working in offices in positions of high standing. It shows Muslim women doing science, which isn't something you normally see. It also shows Asians, more stereotyped to be in more academic subjects (maths and science) doing graphic design and architecture.

Grade 8/9 extension tasks

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?

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