Key Consumer Takeaways:

• The US healthcare system is failing black moms and all moms of color, who face poorer maternity outcomes
• This is a big issue, but Huggies® is working with AWHONN to improve the care that black moms and all moms of color receive
• Consumers can help too, by reaching out to Congress in support of pending legislation

There is a maternal mortality and morbidity crisis in the United States, with black moms and all moms of color at the highest risk. The US suffers from a rate of maternal mortality that's more than TWICE as high as in nations of comparable wealth - 17.4 deaths per 100,000 live births. But, we can do better, and the first step is to increase the public's awareness of this problem. 

That's where Huggies "Project Hug" comes into the picture. Huggies has partnered with the Association of Women's Health, Obstetric and Neonatal Nurses (AWHONN), sponsoring AWHONN by providing educational grants to develop evidence-based guidelines for practice. Together they've produced a long form video with birth stories from mothers in the black community. The piece brings a spotlight to several compelling personal testimonials, while sharing key facts about maternal mortality and morbidity. Now, Project Hug needs your help to create an impactful and representative suite of videos to support that original content, and to get this message out to everyone - from the general public, to new and old Huggies consumers, and to lawmakers that could do something about it. Huggies wants to leverage this suite of short videos to increase awareness and lay the groundwork for addressing this issue at a broad level.

In the videos that you edit together, the audiences needs to clearly see, and hear, that this is a crisis, and to do that, you'll have to humanize the issue by leveraging the five individual testimonials from the longform video. You'll also need to communicate that Huggies is working to improve this issue with the help of AWHONN, and that CONSUMERS themselves can help drive change with Huggies.

In addition to a 2 minute hero video, which should be a shortened version of the longform edit, you'll also need to pull out key moments and soundbites from the testimonials to create a number of cutdowns, each featuring an individual mother or a central through-line. These videos, along with short fact-driven social edits, should be designed to grab the audience's attention and prompt them to learn more.

For your pitch submission, we've included a link to the original 16 minute asset, and you should create a :20-:30 sample video to show the Sponsor how you would edit together a testimonial cutdown from the long form video. You can download the asset you have to work with HERE. 

 

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 16 total video assets.

• One 2 minute hero video (16x9) 
• Two :30-:60 individual testimonial videos (16x9, 4x5) 
• Three :20-:30 testimonial cutdowns (16x9, 4x5)
• Five :06 fact-driven videos (4x5) 

 

TIMELINE:  For the full project timeline follow this link or please see the Assets section

 

EXPOSURE:

• Presentation use (for the 2 minute hero)
• YouTube, Instagram, FB, and Twitter.
• Email blasts.
• Please review the platform best practices page.

 

TARGET AUDIENCE:

• Black moms and all moms of color
• Healthcare professionals
• Prenatal/postnatal parents
• Champions of I&D/Thought leaders – to focus attention on this important issue and drive change

 

TONE: Serious, authentic, and genuine with a supportive, hopeful, and inspirational spirit. 

 

EXECUTIONAL MANDATORIES: 

• You must use the existing longform asset for your edits. 
• You must not diminish the stories featured or deprioritize the individual.
• Edited testimonials should not include names of specific hospitals or health care providers.
• You must implement Huggie's brand guidelines in the visual style of the video.
• The messaging must directly explain and communicate that this is a crisis.
• Your hero video and cutdowns must humanize this issue by showing how these five individuals were directly impacted.
• Your video must show that Huggies® is working to improve this issue through their partnership with AWHOON.
• Your messaging must also communicate that consumers can help drive change with Huggies.
• Each video must also end with a call to action:
  • To learn more about our partnership with AWHONN visit Huggies.com
  • Visit Huggies.com to learn more about Project Hug.
  • Contact your Congressional representatives to lend your voice to mothers everywhere.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will notify you in the event the Sponsor decides not to fund any submissions via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and execute this video.
  
  
• SAMPLE VIDEO (REQUIRED): Utilizing the provided asset, please provide a :30 sample video demonstrating your approach to telling these parents' stories and highlighting the underlying issue in shorter, digestible segments.

• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

1. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
5. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
    
    
14. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
    
    
15. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings.
    
    
16. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.