Familiarize yourself with the company here: https://www.idtheftcenter.org.
“K, Bye” is designed to educate and inform consumers on best practices when they are on the receiving end of inbound scam/fraud phone calls, emails, SMS, instant messages or other methods. ”K, Bye” empowers them to minimize their risk of becoming a victim through self-compromise by giving them a catchy phrase and a quick-reference guide for how to respond to scammers/fraudsters and protect themselves from inadvertently exposing their information.
The robocall problem exploded in 2018 with an estimated 47.8 billion robocalls made in the U.S. The Identity Theft Resource Center (ITRC) wants to create a more educated consumer by empowering them to disconnect from potential scams, including hanging-up on illegal robocalls, disengaging from scam texts/emails, and more.
Your goal is to drive brand awareness for the ITRC's "K, Bye!" campaign. “K, Bye” is a consumer education campaign empowering consumers through guided action plans on minimizing risk of self-compromise based on fraudsters’ use of technology/known-brands to defraud them.
“K, Bye” will target consumers nationwide, with a focus on 1) the Millennial demographic (by highlighting the risks of social media, phishing attempts through instant message, etc.) and 2) Seniors, who are also at risk, and will be empowered through easy-to-understand action plans on the risks of robocalls, emails, text alerts, etc.
DELIVERABLES: TEN (10) total deliverables:
- Millennials - FIVE (5) total videos:
- One :45 Hero Video (16x9)
- One :30 cutdown (16x9)
- One :15 cutdown (16x9)
- One :15 social cutdown (1x1)
- One :15 social cutdown (4x5)
- Seniors - FIVE (5) total videos:
- One :45 Hero Video (16x9)
- One :30 cutdown (16x9)
- One :15 cutdown (16x9)
- One :15 social cutdown (1x1)
- One :15 social cutdown (4x5)
TIMELINE: For the full project timeline please see the Assets section.
EXPOSURE:
- Facebook
- Instagram
- We will disseminate the content through already established partnerships (like National CyberSecurity Alliance and National Center for Victims of Crime), numerous BBBs around the country, and the ITRC’s website and social media platforms.
- Please refer to our platform best practices page.
TARGET AUDIENCE:
- Millennials - the “Meh” digital natives that feel like it doesn’t really matter what they put out there and they are pretty much bullet-proof to anything that might happen with their identity
- Seniors - the technology-challenged generation that relies of the digital natives in their lives to help them with their phones, tablets, computers; social media novices and older consumers that are trusting of inbound information that can represent authority (even fraudulently)
TONE:
- The tone should be light and sarcastic, but still convey the seriousness of identity theft. Your videos should bring a playful approach to a serious topic.
EXECUTIONAL MANDATORIES:
- Key Marketing Messages:
- “K, Bye”
- “Hang Up!”
- “Disconnect”
- Millennials: Think memorable memes like Bye Felicia; Aint nobody got time for that; viral campaign that could make Reddit
- Seniors: AARP’s empowerment ads (active, educated seniors)
- “K, Bye” represents a vernacular that is more casual and can be “dismissive” in tone.
- CTA: To learn more, go to kbye.org.
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.
- 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 (REQUIRED): This should include dialogue from the video you intend to create.
- HEADSHOTS/CASTING BOARDS (REQUIRED): Casting notes or concepts, headshots of actors, etc. These can be actual casting options or examples of the kinds of actors you'd like to cast in each role.
- 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.
- 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, 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.