Create a powerful video that lets women know Midol is on a mission to make periods better. Period.
Previously, we asked the Tongal community for ideas around how to let the world know periods are normal, and let women specifically know that Midol understands their period pain and is here to help relieve it.
Because, real talk: while the conversation around period pain has been more visible and honest lately, we’ve still got a loooong way to go before womens’ pain in general and period pain specifically is truly destigmatized. Even with less pressure to stay quiet, sharing your period pain experience outside of your close tribe can feel super 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 not only have better periods, but better conversations around periods, too. That means giving women the specific, targeted relief they need to make it through the day while also creating resources where they can talk openly about pain in an honest way. So women can be treated effectively, and taken seriously. Finally.
But the work doesn’t stop there; in fact, it’s where you, our Tongal filmmakers, come in. Periods are a unifying experience for all women, yet period pain can be really isolating. We want you to help us reframe the conversation around period pain by creating a video that normalizes the topic, normalizes women wanting relief, and normalizes the varied experiences that every woman has. Because while there’s nothing wrong with periods, we want to tackle the unique pain that comes along with them, so women can feel like themselves every day of the month. Period.
We’re looking for a bold, buzzworthy video that puts 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 frankly. And while it can be a sensitive and emotional topic, we want to make sure that Midol’s approach is humorous, optimistic and promising without being inauthentic.
--Examples:
The Ideas
Your Pitch should detail how you would turn one of the four Ideas below into an engaging, relatable, and purpose-driven video. If you can think of a way to effectively combine multiple Ideas in one video, be sure to call that out in your Pitch.
--Key Marketing Messages:
While these words should not be used directly, your Video 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:
Above all, your video must feel authentic for women; don’t be condescending, and don’t be negative. Think of how your video will live on social channels: will it work without sound? Can you show instead of tell? How will you craft your story to keep the viewer engaged past the 3-second mark, and how will you get them to send the video to a friend?
--Tone:
Your Video 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.
--End Card:
Assets will be provided for a 2D endcard.
--Product:
Product is readily available in stores but can be provided to the Pitch winner if requested.
Facebook Best Practices
This Project will be worth a total of $32,000 and consists of 4 Phases: a Pitch Phase, a Pre-Production Phase, a Video Phase and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: PITCH:
Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:
The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $16,000 to help create the Video. Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $18,000. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.
PHASE 2: PRE-PRODUCTION – The Pitch Winner will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, the winning filmmaker will need to receive the following Approvals from the brand:
No filmmakers may begin shooting their Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).
PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a :30 Video based upon their winning Pitch.
NOTE: The :30 video, :15 cutdown, and 5 stills are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.
--Video Phase Payout: Upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $16,000.
--Music: Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks 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 separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.
Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score.
If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.
PHASE 4: REVISIONS – Once the Video Phase has closed, the winning submitter will enter the Revisions Phase (What is a Revisions Phase?). During this phase, the filmmaker will perform reasonable edits on their Videos according to the Sponsor’s feedback.
PHASE 5: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codecin order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.
For Tongal’s file delivery specs and any other questions you may have about post production please click here.
1. The Video MUST not exceed :30 in length. 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 you win, 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
7. 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.
8. Videos must be in the English language or subtitled.
9. Limit 5 submissions per member, per Phase.
10. You must be at least thirteen (13) years or older to enter.
11. The Sponsor reserves the right to repost the contest.
12. 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.
13. 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.
14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning 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 prize.
15. 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.