Represent NHS Blood & Transplant campaign: blog tasks

1) What does BAME stand for?
BAME is a term long used in the UK to refer to black, Asian and minority ethnic people.

2) Why is there a need for blood in the BAME community?
 We need donors from all communities and ethnic backgrounds to donate blood so we can meet the needs of all patients in England now and in the years to come, a number of blood conditions, like sickle cell disease which is treated through blood transfusions, most commonly affect black, Asian and minority ethnic people.

3) What does this advert want people to do once they've seen it ('call to action')?
The call to action in this video is to give blood and that can save a life.


4) Why is the advert called 'Represent'?
The advert is called Represent because it is representing every ethnic background. Also the 'e' is in the colour red to represent the colour of 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.
The producers have chosen famous BAME celebrities to feature in the advert because it can attract more people e.g Lady Leshurr features in the advert and she is a well known for her grime so this can attract more people so they can get involved. Kanya King is also featured in the video, she is featured in this advert because she is from a black background and it represents her background.There is also Ade Adepitan who is a basketball player with a disability. He is featured in the advert because no matter who you are and what your disability you should be treated equally and should get the same right as everyone else.

6) Why is there a 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 advert shows the the chairs can be filled by you if you give blood and it also shows that there is nobody there because of death so by giving blood that can all change. Also the 3 chairs that are empty represent the 3% of blood doners there are.

7) How does the advert match the key conventions of a typical rap music video?
The advert matches the key conventions of a typical rap music video because when Lady Leshurr raps she talks about how you can be whatever you want to be and you can save lives if you donate blood and the whole point of the advert is to make people try and donate or be a doner. 


8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
This video subverts many stereotypes such as disabled people are useless they can't do anything but in this video it shows a man in a wheelchair that's really good at basketball also women can't be successful or powerful yet there is a Muslim women who is a model and  the first female boxer.

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 advert reinforces certain stereotypes that black people have to be apart of a singing crew and there are no white, Asian people are also in the music video . Also an Asian artist is subverting stereotype as people they are dentists,doctors and nurses.

10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
At the beginning when Lady Leshuur turns around, it is a long shot and we can see her costume which was a tracksuit which matched the urban music video. We can also see Natural lighting from the sun,the audience is us and her makeup is bright and eye catching so the viewer is attached,the setting is above a building is on the rooftop to represent her area.