36C10X23R0006 - Attachment 1 - Creative Media Requirements.pdf

36C10X23R0006 - Attachment 1: Requirements for Creative Media Proposed by the Offeror

Referenced in SOO Paragraph 6.1.1

VIDEO AND PSA PRODUCTION, PHOTOGRAPHY, AND EDUCATIONAL

MATERIALS, VIDEO PRODUCTION; CREATIVE ASSETS CONCEPTION,

DEVELOPMENT, AND PRODUCTION

The Contractor shall oversee all aspects of video and still photography created, as well as planning, production and post-production which includes obtaining the proper VA 10-3203 release forms and verifying Veteran Status (i.e. Veterans provides Veteran ID card or DD214s, but the Veteran maintains possession of forms) from Veterans, Service Members, and all others participating. No documents shall be collected or stored by the Contractor with the exception of the VA-10-3203 release forms.

All 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 remains Government property. 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.

Additional Creative Asset Guidelines.

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

• 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 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 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.

The Contractor shall translate education/awareness videos into Spanish.

The Contractor shall work alongside the Government to identify and develop new content and ensure all videos and photos (raw and final) is not duplicative of other VA suicide prevention, mental health, and substance use messaging and plans, rather that it is complementary. All developed content (raw and final) and any collateral materials developed for the campaign shall be provided to the government. The Contractor’s work is to be complimentary and not a reuse of currently available content found in the public domain.

STILL PHOTOGRAPHY SHOOTS AND EDITING

If the Contractor chooses to include still photography in their approach, the Contractor shall be responsible for all creative direction, which includes the shot-list for a wide variety of photos that shall be used for material in toolkits. The photoshoots shall take into consideration any physical distancing recommendations due to COVID-19 as provided by the Centers for Disease Control.

The Contractor shall provide the necessary equipment, guidance, and support to capture photos of Veterans to ensure the widest possible array of photographs are captured for use. The Contractor shall provide, when necessary, mobile lighting kits and cameras or phones for participants to capture images and relay the look needed for mental health material.

All photographs taken shall be provided in a raw format and shall remain the property of VA with exclusive use of material. The Contractor shall use only Veterans or Service Members for roles determined to be Veterans or Service Members and will obtain the proper VA 10-3203 release forms and verify Veteran or family member status (i.e. viewing DD-214 or Dependent/Veteran ID Card) for all participants, as applicable. The Contractor shall handle all associated logistics and required forms related to the photo shoots. The Contractor shall also provide a photo editor for chosen “selects” to be used in all campaign material.

The Contractor shall provide professional, still photography in coordination/conjunction with video shoots. All PSA, education/awareness video shoots shall have a behind the scenes photographer. Shoots shall take place in a room no smaller than 15’ x 25' with ceilings no lower than 10'. All Testimonial video shoot participants shall be provided electronic copies of all their photographs.

The Contractor shall be compliant with Section 508 of the Americans with Disability Act for user interfaces and must include closed captioning, which includes descriptive captioning for videos; and accurately depict the benefits and services being portrayed.