Write a short summary of what happens in the film

This thought-provoking, four-minute film is a confession from a mother who makes a mistake as a result of being conditioned by societal pressure. It is about that vulnerable moment when she sees her child fighting for his life and realizes that she is not a Goddess or the perfect mother that she’s been made to believe she is. By showing toughness in putting aside pressure and accepting she does not know it all, she and Sonali Bendre, a Bollywood celebrity mom, urge and encourage mothers to share stories of their imperfection--of not knowing enough about things that affect their child’s health and wellbeing. These stories create acceptance of imperfections and help other mothers be more vigilant and protect their children better.

Cultural/Context information for the jury

In a country where mothers are likened to Goddesses, the intense pressure on being perfect, know it all, role model mums often becomes a barrier to Indian mothers protecting their children. A barrier that needed not a campaign, but a cultural movement to provoke social change. This is the story of #IDidntKnow- a movement launched by All Out aimed at helping mothers put aside the pressure and supporting them in protecting their children better. A movement that necessitated using multiple platforms- online video, engaging Bollywood celebrities and influencer mommy bloggers, activations and even TedX, to help create the change.