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 :06 -:15-second Facebook and Instagram ads that cater to people that experiences difficult moments in life, but not everyone has access to the help they need or realizes 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 encourages 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. 

Please note it is important to create a Pitch that can be communicated in an instant (six-to-fifteen seconds) and without sound. Think in simple visual terms. Instead of a narrative story, think of an emotionally resonant image you can’t get out of your head. Facebook content performs differently from a TV commercial. Content on Facebook that jumps right to the punchline performs better than content with a multi-phase story with a build and a twist. For Facebook, people will tune out in under 3 seconds if they are not grabbed immediately. Further, over 80% of videos are watched without sound. 

WHAT YOU NEED TO KNOW:

• The Sponsor has provided Communication Territories that your Pitches need to incorporate in the Objectives section (choose one of the Communication Territories to submit your Pitch on, do not try and incorporate all).
• Include concepts for :06 - :15-second videos for Facebook and Instagram.

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.

Please read the remainder of the brief for all of the important details.

The goal of this Project is to inspire :06 - :15 Videos for Facebook & Instagram that drive people to sign-up, mostly women, 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. 

PLEASE CHOOSE ONE OF THE BELOW CONCEPTS TO BASE YOUR PITCH UPON AND PAY SPECIAL ATTENTION TO THE SPONSOR NOTES FOR EACH CONCEPT:

Remote Control: Woman lies on a couch watching a tv changes channels in a dark, empty room. On the screen, we see different parts of her life--struggles at work, disagreement with her husband, etc. A hand labeled anxiety, hovers over her and changes the channel.

SPONSOR NOTES: Instead of focusing on anxiety in this spot we want to focus on depression.Two options for treatment: 1. The "depression hand" changes the channel from regular TV to force her to watch and relive the depressing moments in her life. 2. The "depression hand" prevents her from watching the enjoyable moments in her life by turning off the TV while she is trying to watch the happy moments in her life. 

 

There several different ways we can do this spot, all centered around the protagonist watching television. Whichever we choose, we need to make sure it is not cheesy or boring. If we just start out with someone watching television in their couch, there isn't much that is going to stop the viewer. We need to make sure this is emotionally grabbing, relatable, and will make people stop scrolling through their newsfeed when the video starts.

 

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 15 seconds, square. This will be the size and shape that runs the most (by far) and this will determine whether this piece is a winner or not.
• The acting will make or break this piece. If the acting is cheesy, unrelatable, un-authentic, it will not perform. Strong, capturing, obvious emotion is needed. 
• The first few seconds need to be the most capturing. Something attention-grabbing that will stop the viewer needs to happen before second 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.

Talking Underwater: A young person tries to speak out, but only bubbles come out of his/her mouth, as if they were underwater. Copy along the lines of 'We hear you' and the BetterHelp CTA. 

SPONSOR NOTES: There are a lot of different ways the feeling of drowning can tie into mental health. Here, we try to replicate feeling like you cannot truly express yourself. Other directions this can go is the feeling when you are so overcome with stress and anxiety, it feels like you are drowning in your worries. I like that this is above ground, and think this will require a fair amount of vfx to do this well.

Some specific ways we can do execute this is to see a protagonist in an uncomfortable social situation and within the first few seconds, she tries to speak and only air bubbles come out of her mouth. She looks likes shes about to cry as she's trying to speak and more and more bubbles come out. It becomes clear that she feels like she is drowning. She snaps out of the supernatural effect and realizes that she needs help. Good VFX skill and acting is key to the success of this piece. 

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 15 seconds, square. This will be the size and shape that runs the most (by far) and this will determine whether this piece is a winner or not.
• The acting will make or break this piece. If the acting is cheesy, unrelatable, un-authentic, it will not perform. Strong, capturing, obvious emotion is needed. 
• The first few seconds need to be the most capturing. Something attention-grabbing that will stop the viewer needs to happen before second 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

 

On Notice: Alerts, messages, and dings build to a fever pitch. With each new sound, a man is splashed in colored light: iMessage-green, Twitter-blue, iCal-red, etc. His anxiety rises until suddenly, the colors cease, and the space becomes calm and white.

SPONSOR NOTES:  We imagine this concept as feeling a bit dystopian. We see the protagonist holding their phone being splashed in bright flashes of colors coming from their cell phone. I would also like to see the notifications be visible as well as little bubbles on the screen, as we cannot rely on sound to help us get the point across. I would like this concept to focus on suspense, and the feeling of build-up and release as we reach the climax. Please try to stay away from cheesy endings.

 

I want the feel to be "five gum" and "black mirror" where the bright messages feel like they're personally attacking you. They're not dings, they're punches. Sponsor encourages creative takes on this concept.

 

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 15 seconds, square. This will be the size and shape that runs the most (by far) and this will determine whether this piece is a winner or not.
• The acting will make or break this piece. If the acting is cheesy, unrelatable, un-authentic, it will not perform. Strong, capturing, obvious emotion is needed. 
• The first few seconds need to be the most capturing. Something attention-grabbing that will stop the viewer needs to happen before second 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

 

Bed Time Overthinking: The moment our heroine gets in bed and closes her eyes, 5 versions of herself appear in the room to keep her from sleeping. Each one does something that represents her thoughts, like office work or fighting with the boyfriend. The CTA appears.

SPONSOR NOTES: This does not necessarily need to rely on the depiction of multiple versions of the protagonist to be executed well. As long as we capture the feeling of not being able to fall asleep at night due to thoughts streaming through your head, I think we will be successful. This can be done in shortcuts to previous situations, multiple versions of herself keeping her up, or some other creative execution.

 

Day/night variations would be a good way to get 2 variations. One version will be of the person going to sleep and the other will be of them getting up in the morning. We could do flashbacks or choppy jump cuts where they relive the exact scene or do we want people in the room acting out the scene they're stressed about for this. This spot should be focused on anxiety and try to evoke those specific feelings. We really want to show the chaos and downward spiral that can happen in your head when you start overthinking at night. 

 

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 15 seconds, square. This will be the size and shape that runs the most (by far) and this will determine whether this piece is a winner or not.
• The acting will make or break this piece. If the acting is cheesy, unrelatable, un-authentic, it will not perform. Strong, capturing, obvious emotion is needed. 
• The first few seconds need to be the most capturing. Something attention-grabbing that will stop the viewer needs to happen before second 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 use the below CTA to sign up new customers. 
• CTA: "Get matched with a licensed counselor"

--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.

--BetterHelp Communication Territories:

• Common Emotional Problems
  1. Depression
  2. Anxiety
• BETTERHELP NOTE: 
  •  All ideas/concepts should stay away from anything that indicates suicidal intentions. The brand wants to steer clear of concepts involving self-harm and suicidal individuals.
  • The brand would like to try to avoid some of the more "triggering" imagery and the more extremely abstract concepts overall.

--Key Marketing Messages: Affordable. Discrete. Effective.

 

--Exposure: Facebook and Instagram

• Very Important note: Here are the Facebook Guidelines that BetterHelp would like to have the winning filmmakers abide by for this project: https://www.facebook.com/policies/ads/  Please pay special attention to the Prohibited Content section.

--Company Artwork & Logo: https://www.betterhelp.com/press-kit/

Please note: For most users, this will be the first introduction to BetterHelp’s brand as well as the idea of online counseling.

--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 :15-second versions of the creative concept. If the filmmaker would like to utilize the same set of talent in both 15s 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 linear story of a person sinking in the bed.
• Two :06-second cut-downs of each 15-second Video, each in 16:9, 9:16, and 1:1. Please optimize for their intended channels.  
• 3 aspect ratios for each of the four videos above (landscape = 16:9, portrait = 9:16, square = 1:1). Consider how you could shoot multiple takes of each scene to align with each of the 3 aspect ratios.

This Project consists of 5 Phases: A Concept Phase, a Pitch Phase, a Pre-Production Phase, a Video Phase and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept for a visually dynamic ad that empowers viewers in need to sign up for BetterHelp. Be specific and give us one example of how you will communicate the need for professional therapy in an empathetic way and how your concept will drive the viewer to sign up for BetterHelp in 250 characters or less.  Remember, a Concept is not a detailed script; it is a spark of inspiration or a distillation of what will happen in the Video.  As always, Concepts should be clever and engaging.  The winning Concept creators will receive $250 each. 

 

PHASE 2: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Concepts from the previous Phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the 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.
• 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.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• Pitch Video (Optional but recommended): This is your opportunity to show us 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, animatics, etc. are welcome.

 

The three (3) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $6,500 to help create the Video suite. Additionally, upon submitting a Video that satisfies the criteria laid out in your awarded Pitch, the Pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase.  If your Pitch is selected and you execute your Pitch effectively in your Video submission, you will be paid an additional $3,500.  For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

 

PHASE 3: PRE-PRODUCTION – The Pitch Winners from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approval from the brand:

• SCRIPT  – This project requires Script Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand.

No filmmakers may begin shooting their videos until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

 

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner(s) will each create two :15s, two :06 cutdowns of each :15, and then three different aspect ratios (16x9, 1x1, 9x16) for Facebook/IG of each :15 and each :06., totaling 12 videos for their suite.

NOTE: The 12 videos = 2x:15-seconds Videos and the 2x :06-second cut-downs and then three different aspect ratios (16x9, 1x1, 9x16) of the 4 videos, are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Video Phase Payout: Once the videos are completed, the Sponsor approves, the files are received and all required paperwork completed the  Winners of the Video Phase will be paid a final installment of $3,500.

 

--Music: Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score a Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you!

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.

PHASE 5: REVISIONS – Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. Once the Videos are finalized, the Sponsor will rank the Videos and winners will be announced.

1. The Video MUST not exceed :15-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 5 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.