@gatesfoundation
Instagram · Interview Q&A
@gatesfoundation Moms across the Gates Foundation help lead work that saves the lives of mothers and children, fights infectious disease, and expands economic opportunity for everyone. We asked their kids what their moms do for a living, and let’s just say, they had some interesting ideas.
Performance
Video #29137 · Interview Q&A
[01]
An off-screen interviewer asks several children what their mothers do for work at the Gates Foundation, capturing their humorous and imaginative guesses. The video then cuts to the mothers, who provide detailed and professional explanations of their impactful roles. This pattern repeats with questions about the most important part of their jobs, contrasting the kids' simple perspectives with the reality of the foundation's mission-driven work, and concludes with fun clips of the children in the office.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 25%
SHHH
Verbal hook · 50%
Shh. I'm taking a meeting.
Visual hook · 25%
A young boy peeks out of a glass office door, putting his finger to his lips in a 'shushing' motion, playfully pretending to be in a meeting.
[06]
Steal this for your own video
Shh. I'm in a is pretending to do].
[07]
The promise the opener makes, and how the video pays it back
Hook
An 'in-media-res' cold open showing a naive subject humorously mimicking the expert's world to create immediate intrigue.
Payoff
A lighthearted montage showing the naive subjects playfully engaging with the expert's environment, ending on a single, humorous line that ties back to the central theme.
[08]
The structural pattern this video runs on
Framework
The Perception Gap
To highlight the gap between a naive, simplistic understanding of a complex topic and the nuanced reality, by juxtaposing the perspectives of a novice and an expert.
The Guessing Montage
A rapid-fire sequence where multiple naive subjects offer their simple, often incorrect, interpretations in response to a single, broad question.
The Reality Check
The experts provide the correct, complex, and often surprising answers, creating a stark contrast with the initial guesses and establishing the stakes.
The Thematic Variation
A new, more specific question is introduced to the naive subjects, restarting the core comparison cycle but focusing on a different facet of the topic (e.g., importance, motivation).
The Core Loop Repetition
The fundamental pattern of 'naive guess vs. expert reality' is repeated with new pairs of subjects, reinforcing the central theme and showcasing diversity within the expert group.
The Emotional Inquiry
The line of questioning shifts from 'what' to 'why,' asking the naive subject about the expert's motivations or feelings, adding an emotional layer.
The Mission Statement
The expert responds to the emotional inquiry, providing a concise, mission-driven statement that summarizes their purpose and elevates the narrative.
Moms across the Gates Foundation help lead work that saves the lives of mothers and children, fights infectious disease, and expands economic opportunity for everyone. We asked their kids what their moms do for a living, and let’s just say, they had some interesting ideas.
contextual · beginning
SHHH
contextual · beginning
A MEETING.
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YOUR MOM DOES
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UHHH
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PEOPLE.
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EMAILS.
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VERY MATH
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RELATED.
contextual · beginning
LIKE SEARCH
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FOR NEWS
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OF COMPANIES.
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I DON'T KNOW.
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I GET TO INVEST
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IN K-12
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SO
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HAVE ACCESS
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TO GREAT
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AT THEIR SCHOOLS.
contextual · middle
I'M A PROGRAM
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PNEUMONIA
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PREPAREDNESS
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AND I WORK
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STRATEGY
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MORTALITY
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IN THE
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AND LOW-
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COUNTRIES.
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PREVENTION
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WITH VACCINES
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OR THROUGH
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ANTIBIOTIC
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WHAT DO YOU THINK
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IMPORTANT
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THAT SHE DOES?
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POWERPOINTS.
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I AGREE.
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SHE HELPS
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SCHEDULE
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AND BUILDS
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WITH HER FRIENDS.
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HELPING PEOPLE
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WITH
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SICKNESSES.
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A PROGRAM
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FOR A TEAM
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SCIENTIFIC
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DESIGN REVIEWS
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ACROSS
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I AM A
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SENIOR
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AND I
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AND MAKE
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WITH THE TEAM
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AND
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THAT THE WORK
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WHAT DO YOU THINK
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THE MOST
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WORK?
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AND SHE REALLY
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I LOVE
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FOR A MISSION
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ORGANIZATION
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WITH BRILLIANT
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I'M WORKING!
branding · end
Gates Foundation
Shh. I'm taking a meeting. What do you think your mom does at work? Helping people. Emails. Very math related. I like search fundraisers for a lot of companies. I don't know. I get to invest in k 12 math curriculum no that all kids have access to great math curriculum at their schools. I'm a program officer on the pneumonia and pandemic preparedness team, and I work on our strategy to reduce mortality in the youngest infants in low and middle income countries. So either through prevention with vaccines or through improved antibiotic treatment. What do you think is the most important thing that she does? Make PowerPoints. Yeah. I agree. I think she helps schedule meetings and builds connection with different Helping people with sicknesses. I'm a program manager for a team that provides scientific design reviews for studies across the foundation. I am a senior assistant, and I get to help and make connections with the team and, make sure that the work is flowing. What do you think makes her the most proud of her work? She's helping people and she really likes that. I love working for a mission driven organization with brilliant people. I'm working. I'm working.