NHS blood campaign

1) What does BAME stand for?
BAME stands for Black And Minority Ethnic

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

Only 3 percent of blood donors are either black or asian and those groups are more likely to have rare blood types and suffer from sickle cell anaemia and thalassemia respectively and blood from someone of their ethnic background is more likely to work in the treatment and is less likely to be rejected by their body as it is closer to their own.

3) What does this advert want people to do once they've seen it ('call to action')?
They want young people of minority groups to donate blood to those who need it.

4) Why is the advert called 'Represent'?
Represent is an urban term that they think is used by mainly minority groups in urban areas.Arguably, this is patronising as it assumes that certain types of people all use the same colloquialisms and speak in the same way.

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.
Lady Leshurr, Nicola Adams, Ade Adepitan appear in this advert. Nikola Adams is a gold medalist boxer and also a well known figure in the LGBTQ+ community, Lady Leshur is a well known grime artist and Ade Adepitan is a television presenter and wheelchair basketball player. The producers used these people because they are all reletivley young people of BAME backgrounds so similar groups will relate to them and hopefully want to donate blood as those who they look up to are endorsing it.

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
This aims to create an emotional response, the slow pace ensures that the audience pays attention and the stark contrast between this and the rest of the video will shock the audience into focusing on the importance of donating blood.

7) How does the advert match the key conventions of a typical rap music video?
It has a number of different people in different parts of the city, many rap videos have a similar thing, many different shots of parts of the city so that all the young people from everywhere feel included, since rap music is often seen as the voice of the people.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subverts the stereotype that women are weak by showing an olympic boxer, it also subverts the stereotype that those with physical disabilities aren't active by showing a wheelchair basketball player and finally, it shows women in science to subvert the stereotype that women's occupations are either in the humanities or non-academic.