BETTERHELP EMOTIONAL CONCEPTS: Please choose one Emotion to base your Pitch upon. BetterHelp has provided key story points for each of the emotional concepts. Please make sure your videos follow the story-beats.

• Panic + Anxiety:

  • Triggering situation at work

  • Scene move to a car or the bathroom

  • Grounding technique, plus texting therapist

  • “Ground yourself” CTA

• Panic (solo emotion):

  • Show the panic attack

    1. Heavy breathing 

    2. Heart beating

    3. Sweating

  • Actress folds over and clutches her head, sobbing

  • “There are healthy ways to let it out”

  • Show the therapy session

• Depression:

  • Feeling: Hole in your chest or pit in your stomach

  • Blackhole starts to expand and envelope the actress as she does more depressive things.

    1. Not getting out of bed

    2. Ignoring texts

    3. Not eating

  • Resolution when she talks to her counselor. “I’m concerned for you but I’m here to help”

  • “Become whole again”

• Self Esteem:

  • Looks in the mirror - doesn’t see the same version of themselves

  • Show ticks manifesting throughout the day

    1. Leg shaking

    2. Hair twirling

    3. Wringing hands

    4. Itching 

    5. Nail-biting

  • Resolution: Talking to a therapist

  • They stand taller and “glow”

  • “Find comfort in your own skin”

Please see past videos of how these ads worked for BetterHelp. 

• Zipper
• Tight

These ads work well because they expertly capture the in-the-moment feelings associated with body dysmorphia and panic attacks. While it can be triggering to some, we get a lot of feedback on these ads about how well they capture the feelings associated with these situations. We want to replicate this feeling with some new concepts.

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 a particular emotional experience, and be motivated to immediately contact BetterHelp and get the help they need. BetterHelp has provided four emotional concepts with key story beats for each. These can be reviewed in the Background/Additional Details. Please make sure your pitch follows the story-beats.

 

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 video should speak to people who may need counseling services in a compelling way, provides an inspiring message showing the benefits of seeking counseling at BetterHelp, and have a strong call to action that incorporates one of the taglines below:

• Get matched to a licensed counselor today
• Speak to a licensed counselor

NOTE: BetterHelp will select up to 4 pitches, and is open to greenlighting multiple submissions from a single filmmaker. If you are able to produce multiple videos,  you should submit a separate pitch for each emotional concept.

 

DELIVERABLES:

• One :30 video (4x5) with your selected emotion
• One :15 video (4x5) with your selected emotion
• One :15 video (9x16) for Snapchat with your selected emotion

 

TIMELINE: This has an incredibly fast-moving timeline. For the full project timeline please see the Assets tab.

 

EXPOSURE: 

• Instagram
• Facebook
• Snapchat
• 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: 

• Use the Company Logo for endcard at end of Video, assets can be found here: https://www.betterhelp.com/press-kit/
• Key Marketing Messages: Affordable. Discrete. Effective.
• 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.
• 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.
• 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

 

Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We’re working hard to keep people working during this extraordinary time, and our advice here is to make sure your submission is executable within the anticipated timeline, while also ensuring everyone's safety.

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): 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, animatics, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

1. The preferred format for upload to the Tongal website is 4x5 aspect ratios.  HD 4x5 Vertical 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.