The conversation around period pain has been more visible and honest lately, but let’s be real: we’ve still got a long way to go before women’s pain in general and period pain specifically is truly destigmatized. Women may feel less pressured to stay quiet, but sharing your period pain experience outside of your close tribe can still feel really uncomfortable because society doesn’t acknowledge how severe this pain can be, and therefore doesn’t empathize in a way that feels meaningful.
That doesn’t sound fair, right? Midol agrees, and is on a mission to help women have better periods. That means giving us the specific, targeted relief we need to make it through the day while also creating resources where we can talk openly about pain in an honest way. So women can be treated effectively, and taken seriously. Finally.
The work doesn’t stop there, though. Periods are a unifying experience for all women, yet period pain can be really isolating. Tongal is joining forces with Midol to reframe the conversation around period pain: normalize the topic, normalize women wanting relief, and normalize the varied experiences that every woman has.
To be clear, Midol has nothing against periods, and neither do we. Periods are a part of life; we all get that. There’s no need to demonize period pain or be overly negative about the experience. It’s the unique pain that comes along with it that Midol wants to tackle, so we can feel like ourselves every day of every month. Period.
Creative Thought-Starters & Inspiration
We’re looking for bold, buzzworthy ideas for a video that will put Midol back on the map – and back in women’s medicine cabinets, purses, and desk drawers. Midol, as a product, is relevant for all women who experience period pain; we need to make Midol as a brand relevant for everyone who believes women’s pain needs to be talked about more openly. And while it can be a sensitive and emotional topic, we want to make sure that Midol’s approach is optimistic and promising without being inauthentic.
--Examples:
Submit an idea that communicates the role Midol plays in destigmatizing the conversation around period pain to convince women of the relevance of Midol as both a brand and product in their lives. Your idea can be heartfelt or humorous, dramatic or light-hearted, but you must consider how it will lead to a video that works with and without sound.
--Key Messages:
While you should not use these words directly, your idea should ultimately convey:
-- Target Audience:
Women 18 – 29 who experience period pain. Specifically, we want to talk directly to women who have tried Midol over the years, but they usually default to whatever over-the-counter pain medication is lying around their home.
--Executional Mandatories:
Think about the different formats available on social channels and how your idea can live through all of those mediums (i.e. How does this idea work directly on Instagram Stories?)
--Tone:
Your idea should feel modern, fresh, and authentic. Midol’s brand identity is the trusted friend who is honest, sympathetic, spirited, compassionate, and bold. NOT negative, sarcastic, juvenile, or excessively goofy.
--Exposure:
Facebook, Instagram, brand platforms.
This Project will be worth a total of $750 and consists of an Idea Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: IDEA – Tell us your Idea for videos that speak to how Midol is on a Mission in 140 characters or less. Remember, an Idea is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. The winning Idea creators will receive $250 each.
1. 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.
2. BY SUBMITTING AN 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.
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
5. 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.
6. Limit 5 submissions per member.
7. You must be at least thirteen (13) years or old.
8. The Sponsor reserves the right to repost the contest at their discretion.
9. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.
10. 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.