Share a concept that helps illustrate the importance of gut health, and its broader implications beyond digestion. 

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.

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. 

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.

The 5 greenlit concept creators will receive $500 each. Should your concept be selected, you must complete the Winner’s Affidavit and IP Assignment forms in order to receive payment.

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 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.
   
   
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. The Sponsor reserves the right to repost the contest.
   
   
9. Creators of selected submissions must provide 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.