The point of this advert is to encourage people of colour to donate blood. This is targeted at the BAME (black, Asian and minority ethnic) community. The producers made this advert so that people watching this will understand that blood from different ethnic groups is needed as there is a limited amount. This advert will convince people to donate the blood, therefore, supporting people of the same heritage. 

The NHS teamed up with MOBO (music of black origin) to make this campaign called "Represent". This name is significant as it is indicating that they want people to, in a way, represent their individual backgrounds but at the same time uniting as a whole.

The advert includes successes from minority groups such as famous female boxer, Nicola Adams, TV presenter and wheelchair basketball player Ade Adepitan Muslim model Mariah and Lady Lesurr herself. Along with the song, the video highlights the prosperity of people from these ethnic backgrounds. This would be incorporated to help motivate the people viewing, motivate them to become a success and motivate them to donate blood so that someone has an opportunity to become triumphant. 

Towards the end of the campaign advert, the camera slowly zooms into empty chairs. These are chairs used  when people donate blood. The fact that they are empty signifies the fact that not enough people of different racial backgrounds are not donating enough blood. The emptiness can also signify the loss of life from the result of people not getting the blood they need. 

In the video, it displays key conventions of a rap music video. One of the main ones that is noticeable is the use of a low angle shot. This is used to show a sense of power or establishment, to show that they are successful. This could motivate people to, one day, be successful as these people