Help raise awareness and change perceptions about refugees coming to the United States by teaming up with Ad Council and Tongal to create a shareable Video suite that explores how refugees and their families are no different from our own.

There are over 60 million forcibly displaced refugees globally, and from 2016 to 2017 the United States will admit 85,000 of them for permanent resettlement. The refugees that the US takes in have been the frontline victims of war, political persecution, and terrorism. Many haven’t just experienced tragedy – they’ve been through hell. On top of that, to be admitted, they must pass through multiple levels of screening and security clearance, from agencies abroad and in the US, and it is a difficult and lengthy process.

These refugees are incredibly resilient people though, and ultimately they just want what we all want – peace, security, and freedom from fear. Until their lives were upended, many were teachers, engineers, accountants, nurses, and technicians, and those who resettle prove to be hardworking and productive residents who embrace America, and who in turn hope to have America embrace them. What’s more, family is as important to them as it is to us, and reuniting families is a major priority of resettlement. In fact, sixty percent of the refugees admitted into the US are actually women and children.

Despite all this, at least half of all Americans oppose US refugee policy or harbor serious concerns. Many immediately associate ‘refugees’ with ‘security threats’ and ‘terrorism.’  These anxieties are stoked by politicians’ rhetoric and misleading news media discourse. In reality though, refugees who resettle in the US know ‘security threats’ and ‘terrorism’ well, because that is what they are fleeing from. They have already survived so much, and yet they are as likely to encounter fear and animosity in the US, as they are to encounter welcoming support. When Americans do meet these refugees personally, however — in workplaces, in the mall, on the street, at neighborhood block parties — they consistently find that their fears are unfounded.

So now, Tongal, our mission is grander than it’s ever been before. Along with the Ad Council, we must help confront the misperceptions about refugees resettling in the US with something that will inspire empathy, acceptance, and understanding. Find out more details about the project below…

The goal of this project is to raise awareness and change perceptions about refugees coming to the United States with a 1 to 2-minute shareable Video that will creatively explore how refugee families are no different from our own, and help create a visceral feeling of empathy and understanding for those trying to resettle in the United States. Importantly, your long form Video must be accompanied by a 30-second cut-down, which should be crafted for use on Broadcast Television, as well as a short-form social cut-down up to 15-seconds in length, which should be designed for digital and social platforms where it may play without sound. These three versions will comprise your Video suite, and as each of the three is intended for specific and distinctly different usages, they should reflect that creatively, and not simply be longer or shorter cuts of the exact same approach. Your suite should also include a 2D bumper or end tag with a call to action on each Video. 

*The 30-second cut-down of One Winning Video will go to Broadcast TV, so if you knock it out of the park, that could be your Video! 

Whereas in other projects, where a brand’s competitors are obvious, and the objective is clear, here the competition is fear, anger, prejudice, and misinformation, and the measure of success is increasing the proportion of Americans who are willing to welcome refugees. Concretely, your Video should be shareable, to get the message out, and help drive people to visit the website and online toolkit (which are TBD) to learn the facts and find out what else they can do to help.

In terms of content, you have a great degree of flexibility with how you can approach the topic. You are not even required to feature refugees in the Video, and they are open to both live-action and animation, documentary-style or otherwise. It is, however, incredibly important to strike the right tone. Your Video should be positive, confident, optimistic, and inspirational, and strive to bring out the best traits of the viewer and the American people; generosity, kindness, and open-mindedness. Remember that refugees are not merely victims – they are dimensional, determined, and resilient people.

*Filmmakers – this includes Script and Storyboard Approval. The Pitch Winner will be required to send a Script and Storyboard for the Ad Council to review before filming.

*Filmmakers! Please pay close attention to Ad Council’s notes on each Idea.*

--Key Communication Objectives: The audience should come away thinking:

• These families are no different from my family.
• Let’s open our arms, not turn our backs.
• Is there more that I can do to help?

--Key Support Points: These are not absolutely required to be in the Videos, nor are they required to serve as a main message, so think of them as reasons to believe:

• These families want what all families want. They want security, stability, peace, and happiness.  They want freedom to live normal lives.  They want their children to leave their terrible experiences behind and benefit from the opportunities that America provides.
• These families are motivated and grateful. It typically takes 3-4 months for a resettled family to become self-sufficient.  They are willing to work hard.  Their first check every month goes directly to rent, not frivolities.  They respect American traditions.  They want to fit in and give back. 
• These families have been through hell. They have been victims of terror, war, violence, and political and religious persecution. They have as much revulsion—if not more—toward the forces of terror as we do.
• These families have been vetted, and pose no threat.  Millions and millions of the displaced want to resettle in the US. Less than .05% will be able to do so.  Applicants are screened through multiple agencies, including the National Counterterrorism Center, FBI Terrorist Screening Center, and the Departments of Homeland Security, State, and Defense.  Inconsistencies, fabrications, and incomplete records are flagged and applicants are denied as a result.  “You’d have to be a really stupid terrorist to try to come this way.” --Emily Gray, World Relief

--Executional Mandatories:

• Your Video must contain a 2D end tag or bumper with a call to action that will drive people to visit the website and online toolkit (which are TBD) to learn the facts and find out what else they can do to help.
• Also note that Closed Captions will be added by Tongal to the final deliverables; please frame your Videos accordingly.

--What to Avoid: The Ad Council is a nonprofit, nonpartisan, non-lobbying, non-religious organization. Therefore, do NOT:

• Advocate for a change in US policy (i.e., an increase in the annual quota of refugees, a relaxation of screening procedures, increased social services for refugees, etc).
• Call out any particular politician or public figure for ridicule or criticism. There should be no finger pointing or shouting against the opposition.
• Call out any particular politician or public figure for praise.  No outraged rhetoric that simply preaches to the choir.
• Link refugee policies in the US to the policies and debates surrounding US immigration more generally.
• Compare refugee policies in the US—favorably or unfavorably—to European policies.
• Mention or make any connections to the current European migrant crisis, as this campaign focuses solely on the refugee resettlement process in the U.S.

You are not at all required to feature refugees in the videos, but if you decide to do so, do NOT portray refugees as completely passive or helpless.  They are resilient survivors.  

--Target Audience: The ’Fencesitters,’ ages 18-44.

• They are generally uneasy and relatively uninformed about the issue, but polling shows that they are persuadable when they learn the facts about US refugee policy and/or when they meet or learn the stories of actual refugees.
• They self-identify as politically ‘moderate’ (somewhat liberal/middle of the road/somewhat conservative).
• Tend to generally value diversity, and view it as a source of American strength (not a threat).
• Skew community-minded (volunteer regularly, active in civic or faith-based organizations).

Note:  About 25-35% of the American public are dead set against admitting refugees into the US.  They skew older (age 55+), white, and politically conservative. About 20-25% of the American public are generally in favor of admitting refugees into the US, as long as they are properly vetted. They skew millennial (age 18-34), reside in more diverse towns/cities, and politically liberal. The first group is unlikely to be moved by any communications. The second group is already supportive. You should be targeting the ‘mushy middle,’ described above.

--Tone: “Hate cannot drive out hate. Only love can do that.” - Martin Luther King Jr.

• The tone should be self-assured and imbued with positive emotionality. 
• It should be optimistic; recognizing the best traits of the American people (not the worst): generous, open-minded, kind.
• It should be Inspirational, bringing out the best in the viewer.

--Exposure: All videos will be used as content on the campaign website (URL TBD) and shared online on social media channels. All PSAs will run in donated media. The 30-second cut-down version of one Video will be distributed to local and national broadcast TV stations as a PSA via Ad Council’s distribution network. The short form social cut-downs up to 15-seconds in length are intended specifically for digital and social channels where they may play without sound, so they should be designed to reflect that.

You should also be aware that this is just one focused piece of a broader campaign, and your Ideas may help inform that campaign.

--Research & Inspiration: It is not required that you review any of this, but Ad Council though it could be helpful for both Ideators and Filmmakers.

• VIDEOS:

o   Save the Children Great Britain – A Second A Day http://www.unit9.com/project/save-the-children-syrias-children

o   UNHCR – To Be A Refugee

https://www.youtube.com/watch?v=LpwqK3B2ac8

o   UNICEF – ‘Unfairy Tales’ – Malak and the Boat
https://www.youtube.com/watch?v=2UMjSZaMY2Y

o   Vanity Fair – One Woman’s Story from the Front Lines of the Refugee Crisis
http://video.vanityfair.com/watch/light-on-the-sea

• PHOTOS:

o   A Future worth Any Risk – a photo series that shows refugees in the midst of their journey and respectful, dignified portraits, offering a humanizing look at the individuals amongst the many on this journey.
https://medium.com/photography-and-social-change/a-future-worth-any-risk-3531a8754312#.dtndfrevp

o   Humans of New York – Stories about Syrian Refugees
http://www.businessinsider.com/syrian-refugee-stories-told-by-humans-of-new-york-2015-12

o   CNN – Faces of Syria (55 refugee stories)
http://www.cnn.com/interactive/2016/03/world/faces-of-syria/

• NEWS STORIES:

o   Washington Post – They Terrorized My Daughters and Killed My Baby.  That’s Why We’re Syrian Refugees.
https://www.washingtonpost.com/posteverything/wp/2015/12/04/the-diary-of-a-syrian-refugee/

o   New York Times Magazine – Why Is It So Hard for Syrian Refugees to Get Into the US?
http://www.nytimes.com/2016/01/24/magazine/why-is-it-so-difficult-for-syrian-refugees-to-get-into-the-us.html

This Project will be worth a total of $78,750 and consists of 3 Phases: an Idea Phase, a Pitch Phase, and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA – Tell us your Idea to help raise awareness and change perceptions about refugees coming to the United States in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Ideas should be clever and engaging.  The THREE winning Idea creators will receive $500 each and a 5% one-time residual payment for the Video based on their Idea. (That means if your winning Idea is the basis for the 1st place Video, you will receive $1,487.50 total; if it is the basis for the 2nd or 3rd place Video, you will receive $1,187.50) – see Video Phase Payout details for more information.

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 a winning Idea from the previous Phase using:

• 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.

• 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.

• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 

• Pitch Video (Optional): 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.   

*NOTE: Though Script and Headshots will be required of the Pitch Winner, they are not required here. That said, you may feel free to include them in your Pitch if that is helpful towards understanding the Video the you intend to make. 

The THREE most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, each filmmaker will receive $10,000 to help create their Videos.  Additionally, upon submitting Videos that satisfy the criteria laid out in the winning Pitch, the Pitch winners will also be GUARANTEED payment in the subsequent Video Phase. So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win, at minimum, an additional $13,750 (subject to deduction for one-time 5% residual payment to eligible Idea winners), and you will be eligible for the 1st Place Video Prize of $19,750. 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 3: VIDEO – The Winners of the Pitch Phase will each create a 1 to 2-minute Video, with a 30-second Cut-down, a short form social Cut-down, and an animated 2D end card. The 1 to 2-minute Video, 30-second Cut-down, and 15-second Cut-down are both due at the close of the Video Phase, along with the animated 2D end card. Please upload them as separate videos when submitting your Videos, each including the end card.

--Video Phase Payout: The Winners of the Video Phase will earn the following prizes: 1st place $19,750; 2nd place $13,750; 3rd place $13,750 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music:  Tongal has partnered with two premiere music providers: Audioblocks 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.

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.  

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won, up to $500 per place. Check out more about our Referral Program in FAQ.    

1. The Videos MUST not exceed 120 seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. 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 Sponsor in a negative way, the determination of which will solely reside with 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. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days 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 Videos 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.