NHS Represent: CSP Blog Task

1) What is an advertising campaign?

An advertising campaign is a planned series of ads with a single message or goal, shown across various platforms like TV and social media over a specific period.

2) What is the objective of the NHS Represent campaign?

The adverts goal is to get more young people from Black and Asian backgrounds to register as blood donors to help treat diseases like Sickle Cell.

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

The advert tells people to go to the NHS website or app to register and book an appointment to give blood.

4) What advert called 'Represent'?

It uses a double meaning: "representing" your community by standing up for your roots and the medical need for the donor pool to "represent" or match the UK's actual diversity.

5) Why have the producers chosen 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.

Celebrities make the message feel trustworthy and cool.

Lady Leshurr is a rapper famous for her "Queen's Speech" series.

Nicola Adams is a famous Olympic gold medalist boxer.

Chucky Venn is a well-known actor from EastEnders and Casualty.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

The empty chairs symbolize death and loss. They represent the missing donors and the people who die when there is not enough blood to save them.

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

It uses fast rhythmic editing, "direct address" where stars look at the camera, low-angle shots to show power, and "real" street settings like housing estates.

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

It shows Black and Asian people as life-saving heroes rather than victims.

It shows men as caring and helpful rather than aggressive.

It gives medical authority to rappers in streetwear instead of just doctors in suits.

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

It might suggest that BAME audiences only care about rap music and urban "street" culture.

Some people might find this "tokenistic" or feel the NHS is trying too hard to be trendy by using clichés.

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

When Lady Leshurr raps to the camera, the close-up and low angle make her look like a powerful leader.

The urban rooftop setting and streetwear make her feel authentic and relatable, while her intense eye contact makes the message feel like a personal, urgent request.


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