Represent

Cards (25)

  • Title
    Represents the missing elements in the blood transplant campaign
  • Title
    • Sans serif font, modern and clear, eye-catching and bold, bits of the title missing
  • Red letters in title
    Connote the fact that this is about blood donations and transplants
  • Black letters in title
    Signify that there are people from certain ethnic groups that are almost missing currently from this particular database of donors
  • Advert setting
    • Urban feel, rooftop setting with skyline, use of urban casual clothing
  • Casual clothing style
    Makes the person feel very natural, very real, relatable and familiar to the audience
  • Camera angle
    • Initially has her back to the camera, creates an element of enigma, makes it look as though she's staring out to the world looking to the future
  • Direct address to camera
    Directly addresses the audience, engaging the audience by speaking directly to them
  • Jobs mentioned
    • Flying private
    • Singer
    • Variety of jobs
  • Aspirational jobs
    Creates an aspirational image for the audience
  • Point of view shots of boxing
    • Puts the audience in the scene, makes the audience feel very engaged
  • Use of celebrities
    Helps to engage the audience, makes it feel important if famous people are talking in the advert
  • Slogan "No guts no glory"

    Makes the audience feel they must be brave and will achieve glory by doing this particular thing
  • Positive representation of black and Asian people
    • To target black and Asian audiences and draw them in, avoid stereotypes
  • Successful people featured
    • Dawn Hunter (triathlon coach)
    • Kanya King (MOBO founder and CEO)
    • Aaron Christian (writer, director, producer)
    • Doc Brown (actor, comedian, rapper, presenter)
    • Mariah Idrisi (British model)
    • Beth Willits (dancer)
    • Wheelchair basketball player
  • Inclusive language "We are the sound of the streets"

    Makes the audience feel part of the campaign and group of people
  • British setting and people
    • Shots of Big Ben, Houses of Parliament, British MP Chaka Amana
  • Representation of gender
    • Women in STEM roles, scientists in headscarves and braids, challenging traditional representations of femininity
  • Community representation
    • London Community Gospel Choir
  • Aspirational role models
    • Footballer Johnny Critchlow
  • Tone change in advert
    Music slows down and goes quiet, cuts to scenes of empty chairs in a hospital waiting room, emphasizes the seriousness of the situation and lack of representation/donations
  • People from black and Asian communities are more likely to have rare blood types and genetic conditions requiring blood transfusions
  • There is a small minority of people from black and Asian communities on the blood and organ donor register
  • Slogan "Register and represent"

    Memorable slogan with repeated R sounds, places the audience in a position to be a hero by donating
  • The overall message is about registering to donate blood or organs, and representing one's community