Represent feat Lady Leshurr|短视频|广告营销案例【ADGuider广告指南】

代表莱斯赫尔夫人的壮举

案例简介：今天，NHS 血液和移植与 MOBO 推出了一部新的在线电影《代表》，旨在推动黑人和亚洲社区的献血者注册。这部由伦敦穆伦洛创作的电影以英国污垢艺术家莱斯赫尔夫人为主角，展示了一些英国知名人士，包括破纪录的奥林匹亚选手尼古拉 · 亚当斯 · 姆贝、电视主持人和轮椅篮球运动员阿德皮坦, chuka Umunna 议员和 MOBO 自己的创始人兼首席执行官 Kanya King MBE。需要更多来自黑人和亚洲社区的人献血并登记为器官捐赠者。在过去的 12 个月里，在英国献血的人中，不到 3% 来自这些社区。来自这些社区的人更有可能患有更罕见的血型和疾病，如镰状细胞病，需要定期输血。从长远来看，来自类似种族背景的捐赠者的血液提供了最好的匹配和结果。考虑到这一点，作为 MOBO 季节的一部分，NHS 血液和移植与 MOBO 形成了独特的突破性合作关系。现在是第 21 年，MOBO 继续通过一系列制定议程的文化活动和关键伙伴关系来激励、提升和庆祝卓越，直到 MOBO 奖之前和之后, 今年，将于 2016年11月4日星期五在格拉斯哥的 SSE Hydro 举行，在 ITV2 上直播，并在 ITV 上重复。 MOBO Founder 的创始人兼首席执行官 Kanya King MBE 解释道: “除了音乐之外，MOBO 一直负有社会和文化责任, 因此，我们很自豪地提供我们的平台和声音，在传递这一重要的献血信息方面发挥作用，这一信息由才华横溢的 MOBO 奖提名人莱斯赫尔女士负责。由于来自黑人和亚裔社区的人更有可能拥有稀有血型，我们必须向前迈进，确保我们在捐赠中心有代表。通过成为献血者，你可以成为终身救星。是时候改变了。是时候代表了。" 视频 “代表” 是由 Rohan Blair-Mangat 导演为 Iconoclast 拍摄的。该网站以艺术家和制片人梅莱莎 · 奥加罗 (Melesha o 'garro) 创作和表演的歌曲为特色, 女王演讲自由式系列的创造者和今年 MOBO 奖最佳女性演出奖的提名人。莱斯赫尔夫人在屋顶上背诵，用她的 “代表” 说唱鼓励和激励，并喊道: “我们都需要一些时间来纠正它。我们需要一些时间，献血，拯救一条生命。" 电影中还包括: -Kanya King MBE，MOBO Founder 的首席执行官兼创始人。 -Ade Adepitan MBE，电视主持人和轮椅篮球运动员。 -尼古拉 · 亚当斯，世界上第一位女子拳击奥运冠军。-亚伦 · 克里斯蒂安，导演兼制片人。波特先生的前创意总监。 -玛丽亚 · 伊德里斯，以戴头巾而闻名的穆斯林模特。 -黎明猎人，英国自行车和铁人三项运动教练。 -伦敦社区福音合唱团。 -Doc Brown，喜剧演员，演员，编剧和说唱歌手。 -Gianni Crichlow，QPR 足球运动员。 -楚卡 · 乌姆纳，政治家。 -贝丝 · 威利特，舞者 -NHS 血液和移植人员 NHS 血液和移植中心全国献血运动负责人纳丁 · 伊顿评论道: “随着英国人口日益多样化, 然而，目前只有 3% 的献血者是黑人或亚洲血统，我们真正需要激励更多来自这些社区的人,尤其是年轻一代，来献血。我们希望通过与 MOBO 奖合作，并与 BAME 社区内的关键榜样和影响者合作，我们可以强调献血的重要性，并激励这些社区的更多人预约帮助拯救生命。” Richard Denney，MullenLowe London ECD 评论道: “当你看到像这部电影中那样令人震惊的统计数据时，我们的工作就变得清晰了。这不仅仅是为我们的客户做广告，而是用创造力去接触一个没有参与的社区，并通过简单的登记和献血行为来激励他们拯救生命。” 这部在线电影将于 10月27日上映，并将得到 NHS 血液和移植以及 MOBO 奖之间的社会运动伙伴关系的支持。一般来说，只要你身体健康，体重超过 7 石 12 磅 (50千克磅)，年龄在 17 岁到 66 岁之间 (如果你以前献血，最高 70 岁) 你应该可以献血。如果你超过 70 岁，你需要在过去两年里献血来继续捐赠。要了解更多信息或预约访问 www.blood.co.uk 或拨打 0300 123 23 23。

代表莱斯赫尔夫人的壮举

案例简介：Today, NHS Blood and Transplant and MOBO launches a new online film ‘Represent’, which aims to drive registrations of blood donors from the Black and Asian community. The film, created by MullenLowe London, features UK grime artist Lady Leshurr and showcases some leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball plater Ade Adepitan, Chuka Umunna MP and MOBO’s own Founder and CEO Kanya King MBE. More people from black and Asian communities are needed to donate blood and register as organ donors. Less than 3% of people who have given blood in England in the last 12 months come from those communities. People from these communities are more likely to have rarer blood types and conditions like Sickle Cell Disease, which require regular blood transfusions. Blood from donors with a similar ethnic background gives the best match and outcomes in the long term. With this in mind, NHS Blood and Transplant has formed a unique and ground-breaking partnership with MOBO as part of its MOBO Season. Now in its 21st year, MOBO continues to motivate, elevate and celebrate excellence, through a series of agenda-setting cultural events and pivotal partnerships leading up to and beyond the MOBO Awards which, this year, will take place on Friday 4th November 2016 at Glasgow’s SSE Hydro, broadcast live on ITV2 and repeated on ITV. Kanya King MBE, Founder and CEO of the MOBO Organisation explains: “MOBO has always had a social and cultural responsibility beyond the parameters of music, so we are proud to offer our platform and voice to play a part in delivering this important blood donation message that is fronted by talented MOBO Award nominee Lady Leshurr. With people from black and Asian communities more likely to have rare blood types, it is vital that we step forward and ensure we are represented in donor centres. By becoming a blood donor, you can become a lifelong lifesaver. It’s time to change. It’s time to represent.” The video ‘Represent’ was filmed on location by director Rohan Blair-Mangat for Iconoclast. The online spot features a song written and performed by artist and producer Melesha O’Garro, aka Lady Leshurr, creator of the Queen's Speech freestyle series and nominee for Best Female Act at this year’s MOBO Awards. Recited from a rooftop, Lady Leshurr encourages and inspires with her ‘Represent’ rap and calls out “We all gotta take some time to make it right. We gotta take some time, give blood, save a life.” Also featured in the film are: - Kanya King MBE, CEO and Founder of MOBO Organisation. - Ade Adepitan MBE, television presenter and wheelchair basketball player. - Nicola Adams, the world’s first female boxing Olympic champion. - Aaron Christian, director & producer. Former creative director for MR PORTER. - Mariah Idrissi, Muslim model known for wearing hijab. - Dawn Hunter, British Cycling and triathlon sports coach. - London Community Gospel Choir. - Doc Brown, comedian, actor, screenwriter and rapper. - Gianni Crichlow, QPR footballer. - Chuka Umunna, politician. - Beth Willets, dancer. - NHS Blood & Transplant staff Nadine Eaton, Head of National Campaigns for Blood Donation at NHS Blood and Transplant, comments: “With the UK population becoming increasing diverse, and yet only three per cent of our current blood donors being of black or Asian heritage, there is a real need for us to inspire more people from these communities, especially the younger generations, to give blood. We hope by partnering with the MOBO Awards and engaging with key role models and influencers from within the BAME community we can highlight the importance of blood donation and motivate more people from these communities to book an appointment and help save lives.” Richard Denney, MullenLowe London ECD comments: “When you see a statistic as shocking as the one in this film our job becomes clear. It’s not just to advertise our clients, but to use creativity to reach a community that aren’t otherwise engaged and inspire them, with the simple act of registering and giving blood, to save lives.” The online film launches on 27 October and will be supported by a social campaign partnership between NHS Blood and Transplant and the MOBO Awards. In general, as long as you are fit and healthy, weigh over 7 stone 12 lbs (50kg) and are aged between 17 and 66 (up to 70 if you have given blood before) you should be able to give blood. If you are over 70, you need to have given blood in the last two years to continue donating. To find out more or book an appointment visit www.blood.co.uk or call 0300 123 23 23.