Represent NHS Blood & Transplant campaign: blog tasks

 

1) What is an advertising campaign?

An advertising campaign is a coordinated series of promotional activities designed to achieve specific marketing objectives. It usually involves a mix of media channels and content that work together to promote a brand, product, service, or idea to a target audience.

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

The NHS Represent campaign, launched by the National Health Service (NHS) in the UK, was aimed at encouraging young people, particularly from diverse and underrepresented communities, to consider careers in healthcare. The campaign's objective was multifaceted

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

The call to action (CTA) in the NHS Represent campaign would have been focused on motivating viewers to take specific steps toward exploring and pursuing a career in healthcare with the NHS

4) Why is the advert called 'Represent'? 

The advert is called "Represent" because it has a dual meaning, both of which are closely tied to the objectives of the NHS campaign.

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.

Increased Visibility and Reach

• Celebrities have large followings and can reach a broad audience. By featuring well-known faces, the NHS campaign can tap into the celebrity’s fanbase and amplify its message, ensuring it reaches young people who may not normally be engaged with traditional health campaigns.

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

he slow-paced long shot of empty chairs at the end of the NHS Represent advert carries strong symbolic connotations that are carefully crafted to convey multiple layers of meaning. 

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

The NHS Represent advert incorporates several key elements that align with the conventions of a typical urban music video. This approach is strategic because it resonates with the young, diverse audience the campaign is trying to reach. Urban music videos, especially in genres like grime, hip-hop, and R&B, have certain visual and stylistic features that make them distinct and appealing to a particular demographic.

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

The NHS Represent advert is designed to subvert stereotypes in several important ways, challenging societal norms about who can work in healthcare and how those who do are typically portrayed. By doing so, it encourages a more inclusive and diverse representation of healthcare professionals, reflecting a wide range of identities, backgrounds, and experiences

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?

While the NHS Represent advert is largely designed to subvert stereotypes and promote inclusivity, there are still elements where it might reinforce certain stereotypes, or potentially invite oppositional readings from certain audiences
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

Let's choose the moment towards the end of the advert, where the slow-paced long shot of empty chairs is shown. This moment is striking because it contrasts with the previous high-energy scenes, providing a moment of reflection and signaling the need for more recruits in the NHS. Here's an analysis of the connotations of camera shots and mise-en-scène using the CLAMPS framework (Camera, Lighting, Actors, Mise-en-Scene, Props, Sound)