Representation NHS Blood Campaign

1) What does BAME stand for?
BAME stands for Black, Asian and minority ethnic.

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

There's need for blood in BAME communities so that we can meet the needs of all the patients in England. For example, a number of blood conditions like sickle cell can be treated through blood transfusions and these diseases mainly affect Black, Asian and minority ethnic people. 

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

They want people from a BAME background to and give blood to help others that need it, such as patients with sickle cell etc.

4) Why is the advert called 'Represent'?

The advert is called 'Represent' because it's representing famous people from every ethnic background, also the 'e' is in the colour red to represent blood.

5) Why have the producers chosen famous BAME celebrities to feature in the advert? 

One person represented in this advert is Kanya King. 
She's famous because she's the founder of MOBO. Also, she internationally renowned entrepreneur through her role as CEO founder and visionary of MOBO.

Another person represented in this advert is Chuka Umunna.
He's famous because hes an MP.

The last person represented in this advert is Nicola Adams.
She's famous because

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

There's a slow-pace long shot into the seats at the end because the empty seats represent that barely anyone from BAME backgrounds donate blood, this would have a negative affect on the audience because it would reinforce BAME stereotypes.

7) How does the advert match the key conventions of a typical rap music video?
The advert matches the key conventions of a rap music video because it has direct contact with the camera addressing the audience, props like costume, a clear display of emotions, strong editing cuts between performance and narrative and many low angle shots.

8) How does the advert subvert stereotypes? 
Ethnicity - They have a black female Muslim scientist and she subverts stereotypes by being a female Muslim who's also black.
Disability - They have a disabled basketball player who subverts stereotypes because of the fact that he's disabled.

9) How does the advert reinforce certain stereotypes of the BAME community?
The advert reinforces stereotypes of black people being used as entertainment to grab attention, this is shown when there's a big group of black females singing in a group. Also, the asian artist shown subverts stereotypes because asians are usually represented as dentists, doctors etc.

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