Edit together a powerful suite of testimonial videos that can bring awareness to the stories of Black mothers, childbirth, and maternal mortality in the black and POC communities as a critical part of Huggies "Project Hug" initiative during Black History Month.
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.
TIMELINE: For the full project timeline follow this link or please see the Assets section
EXPOSURE:
TARGET AUDIENCE:
TONE: Serious, authentic, and genuine with a supportive, hopeful, and inspirational spirit.
EXECUTIONAL MANDATORIES:
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.
Key Consumer Takeaways:
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.
The most compelling pitch will be greenlit, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
The creator who’s been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal. Please see the full payment schedule in the Assets section.
For your convenience, we’ve provided some helpful templates to use at your discretion. They include templates for creating a treatment, production budget, storyboards, shot list, call sheet, and a music cue sheet. Additionally, there are templates that will help you clearly present cast, location, and wardrobe options to the Sponsor. They can all be accessed here.
BUILDING YOUR TEAM: Tongal supports inclusivity in all of our productions and strongly encourages you to hire diverse talent for your team. To find staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS: Once the Video Phase has closed, the greenlit submitters will enter the Revisions Phase. Filmmakers will perform reasonable edits on their videos according to the Sponsor’s feedback.
MUSIC: For any music that you use from a library, it is MANDATORY that you use one of Tongal's three music providers: Jingle Punks, Universal Production Music and Epidemic Sound, any of which can be used to source music for your video submission to this project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project and will not require a Music Release Form. To learn more about using each of these music providers, click on any of the providers’ names above.
ASSET DELIVERY REQUIREMENTS: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You are responsible for the costs associated the hard drive and shipping.
For Tongal’s file delivery specs and any other questions you may have about post production, please click here.