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