ABOUT WEIGHTWATCHERS:

For over 60 years, WeightWatchers has helped millions of people lose weight. Over that time, they've innovated and improved their program based on the latest in nutritional and behavioral science. The WeightWatchers app has been updated, and the program has evolved to fit the needs of members, but importantly, at the end of the day, WeightWatchers has always been a sustainable, flexible path to weight loss rooted in the power of community. No cutting out food groups, no extreme dieting, no one-size fits all approach.

REDDIT BEST PRACTICES:

• Communicate a clear value proposition. The most important thing you can do in an ad on Reddit is tell people what you’re selling, how to get it, and why. While some ads are so entertaining they double as content, the most effective ads consistently demonstrate clear and immediate value propositions to the viewer.
• Use an authentic & conversational tone. On Reddit, people connect over shared passions and interests. They speak to their peers using honest, direct, but (typically) friendly language. Speak to Redditors like you’d speak to a knowledgeable friend, with an authentic and conversational tone that rings true to WeightWatchers.
• Play with humor & cultural references. Humor can be a great ice breaker, especially when trying to start a conversation or attract attention on Reddit. 
• Demonstrate your knowledge of Reddit. Redditors appreciate when brands get to know the platform and its communities. Demonstrate your knowledge of Reddit with callouts to specific subreddits.

CREATIVE CONSIDERATIONS:

• Be relevant and tap into the cultural conversation by leaning into seasonality, current trends, and using Reddit-first or digital-first language and styles. 
• Have a message that is simple and digital-first in every way (native fonts, text treatment, language, etc.).
• Drive new user acquisition by having a clear call to action that drives people to sign up for the program. 

ABOUT THE POINTS PROGRAM:

• It's livable. The Points program is designed to be flexible. All you have to do is live your life and follow the program.
• It's educational. It helps you learn how to make healthier choices and lose weight while still eating what you love (without over-indexing on recipes). There are 200+ ZeroPoint™ foods that you can enjoy without having to measure or track. 
• It's membership based. Studies show food tastes better when it is a shared experience.
• It's proven. WeightWatchers has over 60 years of history, workshops, traditions, and credibility teaching people how to eat. 

ABOUT THE WEIGHTWATCHERS CLINIC:

• Built to support people looking for medical solutions to improve their weight health.
• Current medical solutions for weight health all have shortcomings. Most physicians lack training in treating obesity, and in-person solutions often take weeks to schedule. WeightWatchers Clinic is a telehealth offering where members can access expert support and medications (if needed). The internet is full of self-appointed health experts. WeightWatchers' board-certified clinicians are the real deal—with the credentials to prove it.
• WeightWatchers knows that weight loss isn’t one-size-fits-all. With WeightWatchers Clinic, you'll get a treatment plan personalized to you and your goals.

ABOUT THE GLP-1 PROGRAM:

• A weight-health breakthrough from the leader in behavior change - GLP-1 medications remove the biological barriers to weight loss, but you still need behavior change to sustain that weight loss. WeightWatchers' GLP-1 program provides unique guidance that people on GLP-1’s need: specific nutrition and activity targets, as well as deep community support to build healthy habits for life.
• A program built for the unique needs of those on GLP-1s - If you’ve tried to lose weight with traditional programs, your main focus was probably learning how to eat less, but with prescription weight-loss meds, you may find it hard to eat enough—and to eat enough of the right foods. The GLP-1 Program unblocks that challenge. You’ll focus on three nutritional targets: protein, produce, and water, the ones most critical for your body now. 
• A healthier, feel-good weight-loss journey - GLP-1s are most effective when accompanied by behavior change, and WeightWatchers makes that change simple and livable. The GLP-1 Program helps fuel your body with go-to food lists and activity targets that protect muscle mass, so you can ward off medication side effects and feel your best.
• A judgment-free community - It’s normal to feel a little uncomfortable discussing weight-loss meds with your friends and family, but you still want support from people who get it. On Connect, WW’s members-only social community, you’ll find welcoming groups to share tips, problem-solve challenges, celebrate each other, and learn more about life on weight-management medications.

From AMAs to TILs, AITAs, and ELI5s, the Reddit community has a unique way of talking to each other about shared passions and interests (which often comes with a few acronyms along the way). They speak to their peers using honest, direct, but (typically) friendly language, and smart humor goes a long way, as does anything that feels like a meme. WeightWatchers wants to fit seamlessly into your Reddit front page by speaking to Redditors like you’d speak to a knowledgeable friend, with an authentic and conversational tone that's relatable to a very particular audience. 

Specifically, WeightWatchers is looking to greenlight TWO creators to EACH create a suite of short humorous videos and static images, accompanied by some clever posting copy, designed specifically for Reddit. This will need to present WeightWatchers as a modern, trusted, and effective weight management solution, and highlight 1) their long-standing Points® Program; and 2) the WeightWatchers Clinic, with its new program designed for people taking weight-loss medications (like GLP-1s). All assets, and their expected aspect ratios, should feel like native content and demonstrate your knowledge of Reddit. Make sure to check out more information about the WeightWatchers programs in the Background.

In addition to the Reddit-specific assets, WeightWatchers is also looking to create four unique static images, also in multiple aspect ratios, that communicate a simple, digestible message in a social-savvy tone, putting text at the forefront, but utilizing some creative framework designed to hide the fact that it's an ad in plain sight. By that, we mean stuff like notification bubbles, or a messenger convo screenshot, or notes on your notes app, or an incoming call screenshot, etc., with WeightWatchers features called out somehow. These four statics are separate from the Reddit assets and should work across multiple social media platforms. They should demonstrate the livability and accessibility of the WeightWatchers Points program by proving that losing weight doesn’t have to mean losing out.

For all of the deliverables (regardless of platform), your copywriting skills, tone of voice, and knowledge of social media lingo and trends will be key. The clever messaging will be what ultimately makes viewers stop scrolling in their social media feeds. Make sure to check out WeightWatchers' Instagram and TikTok get a sense of their brand tone of voice.   

Importantly, these assets should NOT look like ads. In terms execution, WeightWatchers is open to a wide range of creative executions or mediums, like lo-fi live-action lifestyle footage, meme-style executions, motion graphics mixed with stock footage, simple stop-motion animation, or something with clever editing techniques and transitions like you'd see on Reddit. Before submitting your pitch, make sure to check out these examples of Reddit and social-first ads and captions that have been effective for WeightWatchers in the past. We are not trying to copy these examples, but they should give you a good idea of the tone that WeightWatchers is looking to achieve. 

This is a fast-moving timeline, so for your pitch submission, we are asking that you include at least 6 creative concepts in your treatment (i.e. 2 Reddit video concepts, 2 Reddit static concepts, and 2 social-first static concepts). With that being said, the more ideas, the better. These concepts should illustrate the creative approach you would plan to execute for each asset. WeightWatchers will provide greenlit filmmakers with access to the WeightWatchers app and screenshots of app screens, if necessary. 

For your sample video, please also create one short up-to-:15 video (16x9) that is designed for Reddit and that focuses on WeightWatchers' Points program. In addition to your video, we're also asking for a sample caption (up to 300 total characters) that would accompany your video. If helpful, WeightWatchers also encourages you to submit multiple sample videos as a part of your pitch, which you can upload to the submission form as a video stringout. We'd also like to get a sense of how you plan to approach the full suite of content and your proposed messaging for each unique asset. 

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

DELIVERABLES: There are 8 total video assets and 28 static image assets:

• Reddit / Points Program Assets:
  • 2 statics (1x1, 4x3, 16x9) + posting copy for each (300 char. limit)
  • 2 videos (1x1, 16x9) + posting copy for each (300 char. limit)
• Reddit / GLP-1 Program and WeightWatchers Clinic Assets:
  • 2 statics (1x1, 4x3, 16x9) + posting copy for each (300 char. limit)
  • 2 videos (1x1, 16x9) + posting copy for each (300 char. limit)
• Other Social-First Assets:
  • 4 statics (16x9, 1x1, 9x16, 2x3)
  • *note: The 2x3 statics for Pinterest need to have distinct CTA

EXPECTED TIMELINE: HERE

EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.

• Reddit, Facebook, Instagram, Pinterest, TikTok

TARGET AUDIENCE: WeightWatchers' main target audience is "life cravers" who are:

• Women between 30-50 with a household income of $50K+.
• Unhappy with their weight, seeking to lose 25+ lbs.
• Because of their busy lifestyle, don't take care of themselves as well as they should.
• Food is their go-to facilitator for feel-good experiences.
• Believe food isn’t functional. It’s an inspiring, immersive lifestyle!
• Hunger for human connection, shared stimulating experiences, and discovering novelty.
• Have the life motto: “if you’re going to do it, you might as well enjoy it!” 

TONE/FEEL: Sassy, witty, clever, humorous, lighthearted, and conversational. Make sure to check out WeightWatchers' Instagram and TikTok get a sense of their brand tone of voice.   

EXECUTIONAL MANDATORIES: 

• Obesity is a chronic recurring condition that needs lifelong care and treatment. It is NOT a preventable disease for people with genetic, biological, cultural, and environmental roadblocks. Always use person-first language: People aren’t obese. They have obesity, or are living with obesity.
• Don’t sensationalize the weight-loss process. It’s trite to refer to people living with obesity “struggling with their weight” or “battling the scale.” This reinforces the simplified idea that their obesity was something that was in their control.
• When possible, refer to GLP-1s as "weight-management medication." This implies that the benefit goes beyond weight loss.
• Your videos and static assets CANNOT mention the names of specific GLP-1 prescription medications, like Wegovy, Saxenda, Contrave, Alli, or Xenical. You should only refer to these medications by their generic names. 
• WeightWatchers will provide greenlit filmmakers with access to the WeightWatchers app.. 
• Concepts MUST have a clear call to action that drives people to sign up.
• Your videos CANNOT feature an explicit number of pounds lost, per TikTok's weight loss ad policy. 
• Your videos CANNOT show alcohol. 
• Your videos should ALWAYS have sound.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.

In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables. Please include at least 6 creative concepts in your treatment (i.e. 2 Reddit video concepts, 2 Reddit static concepts, and 2 social-first static concepts). With that being said, the more ideas, the better! These concepts should illustrate the creative approach you would plan to execute for each asset. WeightWatchers will provide greenlit filmmakers with access to the WeightWatchers app and screenshots of app screens, if necessary.  If it's helpful to you, we've provided a treatment template, which you can find here.
  
  

• REDDIT SAMPLE VIDEO (REQUIRED): Please submit ONE short up-to-:15 sample video (16x9) that is designed for Reddit and focuses on WeightWatchers' Points program. If helpful, WeightWatchers also encourages you to submit multiple sample videos as a part of your pitch, which you can upload to the submission form as a video stringout.

• REDDIT SAMPLE CAPTION (REQUIRED): Please submit ONE sample caption (up to 300 total characters) that would accompany your sample video. Your caption should be designed for Reddit and be clever, witty, and relatable. Make sure to check out WeightWatchers' Instagram and TikTok get a sense of their brand tone of voice.   
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, editor, artist, etc.) but do not include links to your showreel. Please link to individual videos.

1. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their 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 earnings. Tongal also reserves the right to request all raw files associated with the project.
   
   
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. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
   
   
5. Preferred format for upload to the Tongal website is HD 720p and formatted for the aspect ratios listed in the Deliverables (e.g. 16x9). Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
6. 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.
   
   
7. You may not contact any employees or members of the Sponsor's organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
8. 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 creator.
   
   
9. Videos must be in the English language or subtitled.
   
   
10. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
    
    
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.