Create a Campaign Idea and Tagline that speaks to millennial moms and lets them know that A+D® Original Ointment and Zinc Oxide Cream are the trusted products to prevent and treat diaper rash.

Moms know that when your baby is stressed, so are you. And diaper rash can be very stressful. The condition irritates babies’ delicate skin and keeps them awake in the wee hours of the night (and you, too!)

Luckily, there’s A+D®’s line of diaper rash products that really do prevent and treat dreaded diaper rash, so you can spend less time worrying about your baby’s bottom and more time worrying about literally everything else.

So here’s where Tongalers come in: in previous projects, we asked you to tap into your inner marketing guru and give us some Observations and Insights on diapers and baby care. Now, A+D® needs your help creating a brilliant Campaign Idea that speaks to millennial moms and lets them know that diaper rash doesn’t have to disrupt their lives. Take a look at the following Insight gleaned from the previous Tongal project:

A happy diaper-changing experience for the baby can be just as beneficial, if not more so, for mom’s wellbeing. It’s a bonding moment and Diaper Rash can ruin it.

Your Campaign Idea should communicate A+D® products as a solution to this Insight in an engaging way. Be sure to tell us an appealing and memorable Tagline to go along with your Campaign Idea. You may also upload a supporting visual asset with your submission.

What is a Campaign Idea?

Campaign Ideas are the foundation for a brand’s marketing and articulate the inspirational anchor of the brand. They connect a consumer Insight or universal truth to the brand’s identity. A Campaign Idea should create enough space for numerous creative executions to develop and thrive, and push the brand’s boundaries -- without breaking them. It is the vehicle by which the brand delivers its message across all consumer touch-points. Check out this post for a more thorough explanation.

This Project will be worth a total of $5,250 and consists of a Campaign Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CAMPAIGN IDEA – Tell us your Campaign Idea for A+D® Original Ointment in 500 characters or less. Then tell us a succinct and compelling tagline that captures the spirit of your Campaign Idea in 140 characters or less. Finally, you may upload a visual asset if it helps illustrate your Campaign Idea.

--Campaign Idea Phase Payout: Winners of the Campaign Idea Phase will earn the following prizes: 1^st place $3,000, 2^nd place $1,500 and 3^rd place $750.

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, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. In the event that fewer than 100 Campaign Ideas are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

9. Winners must complete 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.