36C10X23R0006 - Attachment 1 - Creative Asset Products - Rev 1.pdf

Attachment 1: VA Requirements for Creative Asset Products - Rev 1

All video and still photography created, as well as planning, production and post-production shall include obtaining the proper VA 10-3203 release forms and verifying Veteran Status (i.e.

Veteran Health Information Card, Military ID Card or DD214s)from Veterans, Service

Members, and all others participating. No Veteran-supplied documents shall be collected or stored by the Contractor with the exception of the VA-10-3203 release forms.

Video products should include original footage/Visual Effects (VFX) for PSAs and shall provide

Behind-The-Scenes professional photography services for use in PSA packaging, promotional products, and materials. The Contractor shall use Veterans and / or Service Members for visual / acting roles determined to be representative of Veterans or Service Members. Veteran and / or

Service Member voiceover services are preferred. However, professional (non-Veteran) voiceover services are permitted, as appropriate, at the discretion of VHA. The Contractor shall deliver each commercial in appropriate packaging with a case and a designed and printed label aligned with the product and its contents.

Any products developed for external audiences (including limited testing of prototypes and other products) require approval by VA, as managed by the VHA Office of Communications.

Additional Creative Asset Guidelines.

• All creative assets developed under this contract shall be produced considering additional creative asset guidelines, including target Veteran subpopulations.

• Each creative asset shall have, at a minimum, one version featuring a male lead and one version featuring a female lead.

• The creative assets shall be of quality in and such formats as are suitable for dissemination through a variety of channels and platforms such as linear and connected television and other digital platforms (e.g., YouTube).

• The Contractor shall provide video format support, to include encoding/transcoding video deliverables into commonly used formats (e.g., MP4).

• The audio tracks for each creative asset (including cutdowns) shall be delivered on a standalone basis in such formats as are appropriate for use with audio-only delivery platforms (e.g., terrestrial and satellite radio, Internet streaming services, Spotify/Pandora, etc.).

• Each creative asset, cut-down, and audio track shall have an English and a Spanish version.

• The Contractor shall provide 508 compliance, Spanish and English closed captions, and language translation as required, management of camera and voice talent (contracting, re-use, releases, etc.), assist the government with obtaining approvals via the VA Handbook

8501 directive (and all subordinate directives) for all advertising and promotional materials, and catalogued archives of all advertising and promotional materials (furnished product, commercial outtakes, etc.).

• The Contractor shall utilize Government provided recommendations obtained from focus groups directed by Public Law 116–171 Section 401 to inform the development of creative assets.

• The Contractor shall comply with VA Tier 1 Graphic Standards, VA.gov Style Guide, Attachment 1: VA Requirements for Creative Asset Products - Rev 1 and the AP Stylebook.

• The Contractor shall use the RAND Checklist for Suicide Prevention Media Campaigns

• Per Public Law 116–171 Section 401, the Contractor shall obtain input regarding the two

PSAs from stakeholder groups including the law’s requirements for a sample of Veterans and Veteran-centric groups.

• The target demographics for these creative assets include all Veterans, generally.

However, the Contractor shall provide recommendations on how the creative assets will also address suicide prevention and lethal means safety important to Veteran subpopulations, particularly those at higher risk for suicide including women Veterans under 35, American Indian/Alaska Native Veterans, LGBTQ+ Veterans, survivors of military sexual trauma, white Veteran males over the age of 55, and geographically remote Veterans.