Represent NHS Blood & Transplant Campaign:

 1. Both 'BAME' (Black, Asian, and minority ethnic) and 'BME' (Black and minority ethnic) are frequently used in comparisons with the UK white population and are indicative of a common method of data collection and analysis, such as that used by the Office for National Statistics (ONS) and in corporate diversity monitoring.

 2. The need that more individuals of Black descent donate

blood that is better matched is donated by donors with Black background to those in need. As more people receive regular transfusions to address blood abnormalities like sickle cell, there is an increasing demand for these sub types.

 3. Because they have a particular type of blood that can benefit those with sickle cell disease, they want more Black and Asian people to donate blood.

4.The reason this advertisement is called "represent" is that the black and Asian individuals in it are meant to symbolise the 3% of the BAME community that actually donate. 

 5. Lady Leshurr, a well-known rap artist, is one of the three celebrities featured in this advertisement. Ade Adepitan, a well-known basketball player and TV host, is another well-known individual that features in this advertisement.Lastly, Kanya King gained notoriety as the creator of the MOBO awards.

6. The advertisement's final long shot, which is a slow-motion view of three empty chairs, symbolises the 3% of people who do not donate blood.

 7. One important rap music video tradition is that the majority of the people in the video are black.The fact that the scenes in this film are set in various locations and feature individuals engaged in a variety of activities is another important theme.

 8.  One of the CLAMPS is the 3 chairs at the end which connotes the 3% of the BAME community that donate blood.Another CLAMP is the lighting at 0:44 with a woman alone with all black around her which may connote that she alone or her race alone are not donating blood.Finally at 1:05 there are only black people connoting how the black community also needs to donate blood.

 9. One interpretation of this advertisement that some may find offensive is that it shows no Asian or Black persons giving blood. This might be interpreted as racist because some Asian and Black people may find this to be the case.

 10. Three seats at the end represent the 3% of the BAME community that donate blood, making it one of the CLAMPS.Another CLAMP is the lighting at 0:44, which shows a woman by herself with everything black around her, suggesting that she or people of her race aren't donating blood on their own.At 1:05, the sole representation of Black people signifies that the Black community also requires blood donation.