NHS 111 - Representation
Media Studies: Eduqas GCSE, topic 2.6.3
NHS 111 - Representation
This NHS 111 advert constructs positive, modern representations of fatherhood, the Black community, children and disability, and healthcare professionals.
Challenging gender stereotypes
- Traditionally, men are not shown as emotional or nurturing.
- The advert challenges this stereotype by showing:
- A caring, concerned father supporting his sick daughter.
- A man actively seeking help through NHS 111.
- The message is reinforced by written text: “Get to the help you need.”
- Implied: Men can and should take active roles in family health and care.
- This encourages all parents, not just mothers, to seek medical advice responsibly.
Representing the Black community
- The advert features a Black family – a conscious and meaningful choice.
- Historically, Black men have been underrepresented in health campaigns.
- Representation matters:
- When audiences see themselves in adverts, they’re more likely to engage.
- This improves health outcomes and sense of belonging.
- This inclusion helps normalise diversity and encourages all communities to trust NHS services.
Representation of children
- The daughter’s identity is constructed through:
- Plaited pigtails and pink tones → stereotypically feminine
- Hearing aid → inclusive representation of the deaf community
- Body language (looking to her dad) → shows dependence and vulnerability
- This represents children as cared for, loved, and included – regardless of ability.
Reflecting post-COVID society
- The background shows healthcare workers:
- Wearing masks
- Working behind plastic screens
- These choices reflect real-world social distancing and new healthcare norms.
- They add authenticity to the advert and ground it in recent cultural memory.
Constructing “reality”
- The advert uses realistic sets, lighting, and props to build believable worlds:
- A child’s cosy bedroom (fairy lights, pink bedding)
- A clean, professional clinic (bright, white lighting)
- These two spaces are merged visually, to symbolise:
- Using NHS 111 brings healthcare into your home
- The text “Get to the help you need” also reminds viewers that this is a constructed message guiding behaviour.
Test yourself on NHS 111 - Representation
What stereotype about men does the NHS 111 advert challenge?
How does the father in the advert show care and responsibility?
What does the child’s hearing aid represent?