Science communication can be a tricky task when you don't have all the details, and even when you do, those facts can be difficult to mold into palatable information for the public. Below, we have distilled down a few details of gut health to inspire your concepts. These are not mandatories, but they could prove useful as you encapsulate the gut's role in our lives: 

Microbiome - You may have heard this term in reference to the organisms and bacteria that live in our digestive tract. Here are a few details on this element's significance in our gut health.

• It's essential for development, immunity and nutrition. Gut microbes help digest our food, regulate our immune system, protect against other bacteria that cause disease, and produce beneficial substances like B vitamins, amino acids and short chain fatty acids. 
• Loss of diversity and loss of a particular species in the Microbiome is implicated in several health disorders such as obesity, diabetes, irritable bowel syndrome (IBS), crohns, colitis, autism, cancer, etc. Autoimmune diseases such as rheumatoid arthritis, muscular dystrophy, multiple sclerosis, and fibromyalgia are also associated with dysfunction in the microbiome.
• It's responsible for our body's differential responses to the same foods or medications, underscoring the importance of personalized nutrition or treatment.

Gut-brain Axis - refers to constant communication between the specialized nervous system of our gut and brain. While we might not be cognizant of every moment in our digestion, our gut and our minds are always connected and sharing information.

• Gut microbiota plays an active role in processes linked to brain development and physiology, psychology and behavior. It is a complex process which is not fully understood.
• Disruption of gut microbes can lead to alterations in the nervous system, resulting in the progression of various nervous system disorders. This axis is finding relevance in various psychiatric, neurodevelopmental, age-related, and neurodegenerative disorders. 
• Gastrointestinal (GI) discomfort can lead to stress and vice versa. Stress impacts all major aspects of gut physiology while also having negative effects on the intestinal microbiota. Anxiety and depression are common among patients with IBS.

Lot's to digest here! Your concepts do not need to capture all of these details, but they are here to help you understand the overall dynamic between gut health and the rest of our body. 

We all know what our gut does. We eat something, and then the gut handles the rest...right? Actually, it's a little more complicated. Our digestive system does more than dissolve our snacks, and it can affect aspects of our lives like immunity, stress, and cognitive health. It's in constant communication with our brains, and it plays host to an important microbiome, a diverse collection of organisms and bacteria that aide digestion and much more. That's a lot to swallow, and Nature Made is looking for a singular setup that instantly points to the bigger picture of gut health. 

This concept is not meant for any specific execution. We are staying much broader than that. Right now, we are looking to simply shift the perspective on our gut by referring to it in a different way - giving it a moniker, personifying it, using a metaphor, or something else. The gut does much more than people know, and we need concepts that show us how. Winning concepts will make it clear how important the gut is to your overall health. Check out the Background section for more details on the science behind gut health.

 

EXPOSURE: Internal development. No specific medium or execution at this time.

 

TARGET AUDIENCE: Strivers. Spanning ages and genders, wanting to live better/be stronger, driven in all parts of their lives.

TONE: Approachable, helpful and honest. Should not utilize humor unless lighthearted. Should not be irreverent.

 

EXECUTIONAL MANDATORY: Concepts should not imply that Nature Made is a  "cure" or a singular remedy for any specific medical condition. Nature Made products are supplements meant to support a customer's goal towards wellness.

Tell us your concept in 500 characters or fewer. Remember, a concept is not a script but a broad idea that often require you to consider formats and frameworks for multiple executions for a campaign.

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