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 has created a Teen Counseling service and is asking the Tongal community to produce a video suite for :06 -:15 second Snap Chat, Facebook and Instagram ads that cater to either teens or their parents. 

You may have seen their previous project where they asked for Teen Counseling Concepts. From that project, BetterHelp has chosen 5 winning Concepts. Filmmakers now have the opportunity to select one of these Concepts and pitch on how they would bring it to life.

Working with Tongal, BetterHelp wants you to come up with some powerful, emotional Pitches that demand attention and encourages teens and parents of teenagers to get the counseling support they need. There are many reasons it’s difficult to obtain assistance; whether it’s 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 Snap Chat, Facebook and Instagram.
• For these teen-targeted ads, please know that the ad needs to make it clear that there needs to be parental consent before the teens are able to use the service. 

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 produce :06 - :15 second Videos for Snap Chat, Facebook and Instagram ads for BetterHelp that drive teens and parents to sign-up for their Teen Counseling services.  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.

It is important that your Pitches do not allude to, imply, show, or discuss suicide or self-harm.  Teen Counseling should not be depicted as an immediate response help service.

--Target Audiences:

• Stress, depressed, or anxiety-filled teenagers who need help.
• Parents of depressed and anxious teenagers.

--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 have a strong CTA to sign up new customers. 
• CTA: Talk to a licensed therapist today

Please choose one of the below Concepts from the drop-down menu to build your Pitch around. 

• Parent Concepts (Phase, Opening Doors, Drawn Gates)
• Teen Conceots (Stressors, No Filter)

1. Stressors: Individual shots of teens plagued by their respective stressors. A caption reads, “Whatever is getting to you, let’s talk about it.” A CTA inviting teens to try BetterHelp appears.

Sponsor Note: Teens are bombarded with a lot. Between school, family issues, self discovery, college, etc. it's usually the first time they are learning how to cope with "real" issues. We want to demonstrate this overwhelming feeling as well as give our audience small pieces they can relate to. Someone might not have trouble with family but they have lots of trouble with school. We want them to relate too. Strong acting is necessary to the success of this piece as we want to make sure we capture that emotion.  This one will be difficult to accomplish in 5 and 10 seconds due to the montaging effect. Please be mindful of the expected video lengths when pitching. The feeling of stress and anxiety should be prominent.  Our approach for teens is going to be optimized for Snap Chat. We would like the videos to best viewed in vertical 9:16 dimensions, and get 5 seconds and 10 second cut downs. Here are the spec requirements for the videos https://businesshelp.snapchat.com/en-US/a/top-snap-specs. We would also like to have the filmmakers know that the ad needs to make it clear that there needs to be parental consent before the teens are able to use the service. 

2. Phase: Teens appear on screen alternately. Each one sports a different style: punk, hippie, emo, goth, hipster. The next one is wearing normal clothes, but his expression is one of desolation.  Depression is not a phase. Get BetterHelp for your children.

Sponsor Note: The focus of this piece should be the tagline of "Depression is not a phase". We do not particularly like the line up idea of the different "phases". We are happy with the tagline, but don't want to insult anyone by calling their sense of style a "phase".  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 3 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

3. Opening Doors: We see the open door to a teen's room. Pictures hang in the hallway. From screen left a distraught teen angrily barges into their room and slams the door behind them. The force causes a family photo to fall from the wall, the frame shatters.

Sponsor Note: I want this to illustrate the helplessness and confusion felt by the parent. There needs to be a catching emotional start - quickly shifting to the pain felt in the parents face. The shattered photo is the release to the buildup of the montage of slammed doors. Strong acting is necessary to make this piece successful. Please alter the concept such that instead of slamming the door once, we see a montage of the teen slamming the door on several occasions. On the final slam we would like to see the picture frame fall off of the wall and shatter. The teen should not show a blind rage, but instead a complex blend of emotion that stems from a feeling of anxiety and sadness.  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 3 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.

4. Drawn Gate: A girl sits on her bed. Her mother walks in and tries to sit next to her. But she is blocked by a large animated gate. The mother is offered a key with the BetterHelp symbol on it. She opens the locked gate and hugs her daughter.

Sponsor Note: The physical barrier should not be treated as something "supernatural" but rather should be seen as a representation of "normal" emotions. The characters should not be surprised by the prop. Strong acting is necessary for the success of this piece as we are trying to show the pain felt when one feels disconnected from their child. We encourage creativity in the resolution - no "betterhelp" key is necessary.   The barrier should act as a visual representation of the feeling of the parent being shut out by their teenage child. The child's anxiety and depression should be what is causing this barrier to form. We want to avoid the cliche stereotype of "grumpy angsty teenager" and not trivialize what the teenager is going throught. The focus should be on how the parent feels conern for their child, and is unable to help.  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 3 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.

5. No Filter: Teen taking selfie in snapchat or instagram with filters. A mysterious filter blurs her face. She keeps swiping, but her face remains blurred swipe after swipe. It's disturbing. Phone screen goes black. She sees her true reflection in the screen.

Sponsor Note: Our approach for teens is going to be optimized for Snap Chat. We would like the videos to best viewed in vertical 9:16 dimensions, and get 5 seconds and 10 second cut downs. Here are the spec requirements for the videos https://businesshelp.snapchat.com/en-US/a/top-snap-specs 
We would also like to have the filmmakers know that the ad needs to make it clear that there needs to be parental consent before the teens are able to use the service.   Self discovery is a large theme in a teen's life. There is so much pressure to fit into a certain category that many feel like they're "Faking it". By portraying this in a social media setting, we are reaching our audience in the setting they're most familiar with. One thing to keep in mind - While this starts out with a blurred face, we need to make sure we reach the emotion in our characters face quickly. Whether that's by building up fast and releasing, or by interjecting her real face throughout. You can't beat the emotion that a real person shows in their face.   We need to make the reason why her face is blurred clear. This concept is on the more abstract sign, and while the message is relatable, we want to avoid this looking like her camera is not working

What is Required to Submit your Pitch:

250 Character Concept (Required) – 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.

Choose a concept that can be communicated in an instant (:06 - :15 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. FB content performs differently from a TV commercial. Content on FB 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. 

• NOTE: All Pitches should stay away from anything that indicates suicidal intentions. The brand wants to steer clear of Pitches involving self-harm and suicidal individuals.
• NOTE: For these teen-targeted ads, please know that the ad needs to make it clear that there needs to be parental consent before the teens are able to use the service.

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

 

--Exposure: Facebook, Snap Chat, 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.  
• For the teen pitches, the primary use will be for Snapchat. So we would like the cutdowns to be 10s and 15s, and videos to be optimized for vertical viewing. We would still like the square and horizontal, but vertical should be prioritized.

This Project consists of 4 Phases: 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: 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 four (4) 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 2: 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 3: 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 4: 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.