Represent NHS blood & transplant campaign

1) A series of adverts that share a singular theme, message or idea. 2) The objective of the NHS represent campaign is highlight the lack of donors from black and asian people which affects paitents of those heritages who need specific blood. The overall objective is for more black and asian civillians to come forward and becpme donors. 3) The advert wants people of black and asian heritage who aren't already donors to become one. 4) The advert is called "Represent" to speak for the targeted audience and call those who aren't donors to step up and help save lives. 5) Lady Leshurr- The purpose of using Lady Leshurr to be the face of the the Nhs campaign is to show the targeted audience that they needed, and using someone of that trageted audience shows the urgency or more black and asian donors. Lady Leshurr is known for her genres of music which consist of the following: grime, dancehall, and hiphop. Historically, these genres of music are of african, and carribean descent meaning they are typically listened to by people of that heritage meaning the advert may connect to the targeted audience. Chuka Umunna - The purpose of using Umanna in this advert is always to connect to the asian audience who watch the advert. He is a well-known politician and is of asian descent, meaning the asian community who may watch this advert will feel a connection. Nicola Adams - The former boxer Nicola Adams was a professional boxer from Leeds. As a woman with recognition across the Uk and of black descent, using her face to campaign for more black and asian donors shows that you can be anything and do anything but we can all be donors, no matter the proffession or gender. 6) The connotations of the end scene in the advert is to show the lack of donors needed for blood donations to specific paitents. It creates a moment of reflection for viewers to see that they're ones who are needed and that by donating can save someones life. 7) The advert matches the typical conventions of an urban music video due to the outfit worn by Lady Leshurr which is a tracksuit set and her stance throuhout the campaign. She raps the words whilst making eye contact to the camera as if she's directly speaking to whoever views; it creates a realistic and clear message. Additionly, the setting of where Lady Leshurr is standing is not fancy, expensive, nor paticullarly a pleasant place to go to as it's a rooftop in a random place in London, however that is typical for urban music videos. 8) This advert reinforces some stereotypes linking to race due to the muic genre chosen for the advert. Moreover, in terms of age, the younger people are portaryed participation in typical hobbies and youth groups. 9) This advert subverts some stereoypes by showing a femal boxer and a women participating in STEM. This subverts stereotypes as those proffesions are out-datedly seen as jobs men typically should and do do as jobs. Using women shows capability and diversity . 10) 0:57. This shows Lady Leshurr's back to camera at an over the shoulder shot to show the symbol she is using with her hands with is show peace and unity; for the black and asian community to unite and become donors.