BetterHelp is an affordable counseling service platform where individuals can get the help they need, the way they need it, from licensed and accredited professionals.  BetterHelp is asking the Tongal community to produce a video suite for :15 - :30-second Facebook and Instagram ads that cater to people that experience difficult moments in life, but not everyone has access to the help they need or realize that it is okay to seek help.

Working with Tongal, BetterHelp wants you to come up with some powerful, emotional concepts that demand attention and encourage people to get the counseling support they need. There are many reasons it’s difficult to obtain assistance; whether it’s the embarrassment, a lack of time, or financial resources, BetterHelp provides accessible and immediate professional help anywhere at any time.

When submitting your Pitches you will be asked to designate via a drop-down menu the specific concept you are pitching on. 

Everything is on the table from animation, motion graphics, original footage, or something else - as long as it focuses on the intense emotion experienced by those in need, but also treats them with the respect they deserve.

The goal of this Project is to produce :15 - :30 Videos for Facebook & Instagram that drive people to sign-up to get the help they need through BetterHelp, an affordable online counseling platform available anytime, anywhere.  We want viewers to stop, reflect on how they can FEEL that experience, and be motivated to immediately contact BetterHelp and get the help they need. 

 

What is Required to Submit your Pitch:

When submitting your Pitches you will be asked to designate via a drop-down menu the specific concept you are pitching on.  Everything is on the table from animation, motion graphics, original footage, or something else - as long as it focuses on the intense emotion experienced by those in need, but also treats them with the respect they deserve.  Your Pitch should lay the groundwork for a video suite that accomplishes the following:

• Speaks to people who may need counseling services in a compelling way.
• Provides an inspiring message showing the benefits of seeking counseling at BetterHelp
• Has a strong call to action that incorporates the taglines below:
  • Get matched to a licensed counselor today
  • Speak to a licensed counselor

 

DELIVERABLES: 

• Each Filmmaker will be required to produce 2 distinct Videos based on one winning Concept above and each Video will require 6 different cut-downs for social. This means there are a total of 12 deliverables:
  • Two :30-second versions of the creative concept, each in 16:9, 9:16, and 1:1. If the filmmaker would like to utilize the same set of talent in both 30s Videos, please explain in your Pitch how each version would be different. E.g.: In a previous project, a creative Concept that was chosen was "Sinking Bed of Anxiety" and the filmmaker executed one :15 version as a time-lapse video and another :15 version as a linear story of a person sinking in the bed.
  • Two :15-second cut-downs of each 30-second Video, each in 16:9, 9:16, and 1:1. Please optimize for their intended channels.  

 

TIMELINE: For the full project timeline please see the Assets tab.

 

EXPOSURE: 

• YouTube
• Facebook 
• Instagram
• Very Important note: Here are the Facebook Guidelines that BetterHelp would like to have the filmmaker abide by for this project: https://www.facebook.com/policies/ads/  Please pay special attention to the Prohibited Content section.
• Here is a link to the platform best practices page.

 

TARGET AUDIENCE:  

• Clients come from around the world and are from a variety of backgrounds. In general, the most common users are females (18-36) from the United States, but the video should appeal to a broader audience as well.
• Their target audience may be emotionally reactive and vulnerable to stress. In these situations, minor frustrations can become hopelessly difficult.

 

EXECUTIONAL MANDATORIES: 

• Company Artwork & Logo: https://www.betterhelp.com/press-kit/
• Key Marketing Messages: Affordable. Discrete. Effective.
• The primary use of this video will be for Facebook newsfeed. Best Practices for Facebook are: 
  • Please note that all of the pieces need to be optimized for :30 & :15-seconds, square. This will be the size and shape that runs the most (by far) and this will determine whether this piece is greenlit or not.
  • The acting will make or break these videos. If the acting is cheesy, unrelatable, un-authentic, it will not perform. Strong performances are needed. 
  • The first few seconds need to be the most compelling. Something attention-grabbing that will stop the viewer needs to happen before three seconds in.
  • The piece needs to feel complete with the audio muted. About 80% of the people who view this will not watch with the audio on, so be mindful of this.
  • Success Metric:  The success of the program will be measured by the number of people that sign up for BetterHelp’s services by viewing the videos created. Please choose from one of the CTAs below to sign up new customers: 

                         1. Get matched to a licensed counselor today

                         2. Speak to a licensed counselor

 

SELECTED CONCEPTS: Please choose one concept to base your Pitch upon. 

• Thoughts Spinning: As people get anxious the number of thoughts going on in someone's head spirals out of control. Create an image of millions of words and thoughts that are spirally over someone's head. Then BetterHelp comes in and those words become one big "CALM"
  • Brand notes on this Concept: 
    • For this concept, BetterHelp is imagining someone who is looking stressed, and words describing the way that they're feeling are popping out of their head and circling around them. This will likely either need to be animated or executed by someone with VFX skills.
    • The primary use of this video will be for Facebook newsfeed.
• Emotional Support App: People gathered at a park, talking about their emotional support pets. Cute dogs, cats, etc.
  Pan over to see someone with their PC or phone on a leash. BetterHelp logo on the screen. "oh, this is my emotional support app... I take her everywhere."
  • Brand notes on this Concept: 
    • This should be a more lighthearted/funny take. That being said, we need to be careful not to diminish the value of support animals. This concept should present BetterHelp as an alternative way of getting help.
    • The primary use of this video will be for Facebook newsfeed.
• Spot Me: Woman at a gym. She's bench pressing. Instead of weights there are people on both sides-parents, coworkers, teachers, followers, bosses-talking over each other. She's about to give in when hands come in and spot her. They turn into BetterHelp logo.
  • Brand notes on this Concept: 
    • This concept is meant to show how many of the components of one's life can feel like they are physically weighing them down. An alternate take to consider: People standing around her, distracting her as she is lifting weights. Instead of helping, they are just arguing and talking over each other. In the end, the counselor steps in to help her/spot her.
    • The primary use of this video will be for Facebook newsfeed.
• Wall of Excuses: The ad shows common excuses for not seeking mental help portrayed as a wall. The wall seems unpassable, but excuses that don't apply to Better Help (ex. too costly) disappear and a doorway is created that the person that needs help can go through.
  • Brand notes on this Concept: 
    • This concept should be product focused. The bricks should symbolize the reasons people may not initially try traditional, in-person counseling. (Expensive, no time, no where close by, etc.) BetterHelp should serve the function of bridging the gap to allow people to get help.
    • The primary use of this video will be for Facebook newsfeed.
• Beat Depression at its source: Young Woman laying on bed at home depressed scrolling thru social media on her phone. Despair on her face evident as we get closer, the screen shows images of people living their best life, then, an ad for betterhelp, clicks; the gloom turns to cheer
  • Brand notes on this Concept: 
    • This concept is a bit of a fourth wall breaker. For many people who encounter this ad on social media, the experience they see in this ad will directly mimic what they're currently doing. They see all of these happy people living great lives, and feel sad they don't seem to compare. BetterHelp is then offered as a solution to get help.
    • The primary use of this video will be for Facebook newsfeed.

In order to be considered for this project you must include the below materials in your Pitch submission. For examples of effective Pitches, check out this gallery. 

 

• TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a Treatment template, which you can find here.
  
  
• SCRIPT (Optional): This should include dialogue from the video you intend to create.
  
  
• STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.
  
  
• HEADSHOTS/CASTING BOARDS (Optional): Casting notes or concepts, headshots of actors, etc.
  
  
• Pitch Video (Optional but recommended): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatic, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the winner of the Video Phase is announced.

1. The Video MUST not exceed :30-seconds in length.  The preferred format for upload to the Tongal website is 1080x1080 resolution for the masters Videos, and 720x720 for the rough cuts of Videos.  HD 1080x1080 - 1x1 Square FB/IG Native.  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 the Sponsor in a negative way, the determination of which will solely reside with the 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 3 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 at their discretion.

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 Video(s) 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.