Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

.NA. All Out® is a consumer product directly marketed to consumers.

Describe the target audience and why your work is relevant to them.

The number of cases of dengue in India are increasing*. However, only 19% of mothers in India consider it a serious threat to their child’s health*. #IDidntKnow calls mothers to become more vigilant against dengue by breaking the cultural barrier that makes them believe they must be perfect and all-knowing.

Write a short summary of what happens in the film

#IDidntKnow or #MujheSabNahiPata (in Hindi) is a movement that helps mothers overcome the expectation to know it all and be the ‘perfect’ mom. 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

Perhaps nowhere else in the world are mothers so revered and put on a pedestal as they are in India. The cultural belief in a mother’s instincts is so strong that a mother is criticized and shamed if she admits to not knowing something about her child’s health. The pressure of being judged or criticized is so intense that a mother is either intimidated or lulled into thinking she knows everything she needs to protect her child over time. As a brand that is about helping mothers protect their children better, we knew reaffirming and creating acceptance for motherhood as journey of learning was key to helping her put this pressure aside and protect her child better. We had to wake society up to the plight of mothers and get mothers to respond to share their experiences with each other to create acceptance. In short, we needed a social movement.

Provide the full film script in English.

I DIDNT KNOW With the responsibility of becoming a mother comes the realization that you are a mother now. It’s your biggest responsibility. It’s your identity. You were born to be a mother. People tell you a little bit about motherhood but then simply say, you are a mom, you will figure it out, this is something you will learn on your own, even our movies tell us, you know everything you are a mom. Why isn’t he walking yet, why isn’t he eating yet, why is he so thin, why is his head shaped like that. Every question is directed, only to you. You are supposed to know because you are the mother. Slowly I began to internalize this. That I am the mother and I must know everything. I do know everything. Because if I had asked someone ever, I was scared I’d get the answer, how do you not know, you are the mother. So, I decided I will become the perfect mother. And I began to protect him like the fierce goddesses Durga and Kali. Then one day something happened. I, a mother, made a big mistake. And I saw my son in the hospital, fighting for his life. Everyone began to question: What kind of mother is she? How come she didn’t know? How did she let this happen? That day I realized. I’m neither a Kaali or a Durga (Indian Goddesses) I’m only human. I am a mother and I don’t know everything. I Didn’t Know that a dengue mosquito could breed in my own home, in the washed utensils or in Aman’s water color dish. And that dengue can kill him. I kept him protected from all the big threats, but I failed to protect him from this small little thing. I Didn’t Know. I don’t know everything. (breaks down) SONALI’S SECTION: Only a tough mom has the strength to accept that ‘I don’t know everything’. Kirti shared her story so that as mothers we can be better prepared to help our children survive against such threats. And thank god Kirti’s son is fine now. For me, Kirti’s story has truly been an inspiration because I know what it means to survive. Is there any such information that you were unaware of that you could share to help other mothers protect their children better? After all, one mother’s defeat can prepare thousands of mothers to be more vigilant. Please share your stories with us. Because it takes a tough mom to say #MujheSabNahinPata (#IDidntKnow) SUPER and VO: All Out. It’s Good To Be Tough. SUPER: SC Johnson. A Family Company. At Work for a Better World.