BetterHelp is looking to produce :15 - :30-second videos (2 master Videos with social cut-downs) for Facebook and Instagram that drive new subscribers by empowering anyone to pursue professional help via their mobile and online platform staffed with trained professionals available anytime, anywhere.

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 :15 - :30-second Facebook and Instagram ads that cater to people that experience 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 (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 :30-second and :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 :15 - :30 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. 

What is Required to Submit your Concept:

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. Please try to stick to a positive and inspiring message that shows the benefits of using BetterHelp to receive online counseling.

Choose a concept that can be communicated in an instant (:15 - :30-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. 

What is Required to Submit your Pitch:

Your Pitch should lay the groundwork for a spot that accomplishes the following:

• Speak to people who may need counseling services in a compelling way.
• Provide and inspiring message showing the benefits of seeking counseling at BetterHelp
• Have a strong call to action that incorporates the taglines below:
  • Get matched to a licensed counselor today
  • Speak to a licensed counselor

--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 (Call-To-Action): Join thousands who have gotten happy with BetterHelp.  Schedule online counseling with a licensed therapist today. 

--BetterHelp Communication Territories:

• All concepts and pitches should focus to the positive benefits of using BetterHelp. While we can show what someone is feeling before they tried online counseling (such as suffering from anxiety of depression) the focus of each should be an inspiring message.
• 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.

--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.

--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 :30-second versions of the creative concept. If the filmmaker would like to utilize the same set of talent in both 30s 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 :15-second cut-downs of each 30-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.

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 :30 & :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 these videos. 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

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 highly 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 six (6) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $9,000 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 examples of effective Pitches, check out this gallery. 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 :30s, two :15s cutdowns of each :30, and then three different aspect ratios (16x9, 1x1, 9x16) for Facebook/IG of each :30 and each :15, totaling 12 videos for their suite.

NOTE: The 12 videos = 2x:30-seconds Videos and the 2x :15-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 $4,000.

--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.