Prevention of Heroin and other Drug Use and Abuse PSA Challenge

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1 Prevention of Heroin and other Drug Use and Abuse PSA Challenge The first annual challenge is open to any Boone County middle or high school student and will focus on Heroin and other Drug Use and Abuse. Goal: Produce the most effective, creative and innovative message to bring attention to the dangers associated with using heroin and other illegal drugs in a TV public service announcement (PSA). Contestant s PSAs will be voted on by staff and community members associated with the Drug Free Boone County Heroin Task Force. Selected winners of the contest will be distributed to regional TV stations for broadcast at their discretion. Target Audience The Drug Free Boone County Heroin Task Force is looking for the best PSA created by you, the young people from Boone County that will educate, motivate and call your peers into action to keep themselves and those around them free from using heroin and other drugs. The contest is open to Boone County middle and high school students. All minors involved in the PSA must complete a parental waiver from the Task Force. Entry Criteria Mandatory: 30 (seconds) submission for TV broadcast focused solely on the prevention of heroin and other drug use/abuse See PSA Downloading Requirements Document for submission formats Entry must use at least one statistic from the attached 2012 KIP survey PSA needs to create awareness of the problem of heroin and other drug use and promote a behavior change for the problem. PSA shows a call to action for the listener or viewer. A call to action is defined as taking an immediate action to do or learn more around the topic of heroin and other drug use. For example: visit the NKY Prevention Alliance or the NKY Heroin Impact Response Task Force s website for more information; get involved in a substance abuse prevention work in your neighborhood. No use of scare tactics to convey non-use of drugs (i.e. smashed up care on front lawn, reenactment of overdoses. More info see this National Institute of Drug Abuse link: ) Entries will be judged on substance abuse prevention and broadcast content, creativity, originality, and if the PSA created awareness and a call to action No commercially licensed music to be used in PSA No logos, brands, websites, contact information or phone numbers other than the Drug Free Boone County Heroin Task Force s logo and information can be displayed Entries should portray ethnic diversity in PSA Submissions are subject to final approval from the Task Force prior to distribution The entrant consents that the Task Force has the right to modify, edit and/or adapt the video as necessary, as well as to reproduce it in whole or in part, without compensation or further notice to entrant. The contest is subject to all applicable federal, state and local laws. The Task Force and its community media members retain final editing rights of the PSA for final broadcast. PSA submissions become the sole property of the Task Force upon submission.

2 Legal Guidelines 1. The winner(s) grants the Drug Free Boone County Heroin Task Force all rights, title and interest, including without limitation, all copyrights and exploitation rights in any media of the entrant s winning PSA without payment or further consent. The Task Force shall have unrestricted authority to reproduce, distribute and use (in whole or in part) any materials prepared by the winner(s). All minors visible or heard in the PSA must have signed a consent form which is to be submitted to the Task Force. See the Boone County Heroin Task Force s attached minor consent form. The winner(s) may use the entry as an example of his/her work in a portfolio context only, so long as any such usage does nothing to disparage or defame the Task Force. Winner(s) will be given attribution for their work through the Task Force website, social media outlets, and print materials as appropriate. Winner(s) will be invited to appear at promotional opportunities as scheduling permits. Any organization that wishes to use the entry for promotional or research activities, or any other use, must request permission from the Task Force, and the individual winner(s), and is subject to possible fees and constraints (such as acknowledging The Task Force and the winner(s), tracking distribution sources and amounts, etc.) 2. By submitting the PSA, entrant represents that: The PSA and everything depicted in it are wholly original and do not infringe upon or otherwise violate any right of person, firm or entity. He/she has all rights, licenses, permissions and consents necessary to submit the video in the contest in accordance with these terms and conditions including, but not limited to music, lyrics or intellectual property. No person/entity other than the entrant has any right, title or arrangement to the video, including but not limited to music, publishing agreement, recording agreement, production agreement or any similar agreement. No commercially licensed music to be used in PSA. 3. By entering the contest, the entrant agrees that the Task Force may post his/her PSA, or any part thereof, on the Task Force affiliated websites and submit it for television/radio/social media broadcast. 4. The entrant consents that the Task Force has the right to modify, edit and/or adapt the video as necessary, as well as to reproduce it in whole or in part, without compensation or further notice to the entrant. The contest is subject to all applicable federal, state and local laws. The Task Force and its community media members retain final editing rights for the PSA for final broadcast. PSA submissions become the sole property or the Task Force upon submission. Deadlines Notice of Commitment must be received by 5:00 p.m. on Friday, May 8, You may call, , or send letter that states your commitment to this challenge. All entries must be received by 5:00 p.m. on Friday, May 22, Winners will be notified by . Winners This entire section needs to be discussed

3 Winner(s) will have an opportunity to experience the inner workings of one of Cincinnati s premiere marketing companies, Empower MediaMarketing, in Mount Adams, with some of the Queen City s top marketing professionals. Winning PSA will be broadcast in Cincinnati s media market. Winner will be interviewed by local press along with executive director of Coalition for a Drug-Free Greater Cincinnati about the PSA and the Campus Challenge contest. Entries will be reviewed and judged in June 2015; winner notified in June winner and winning PSA will be featured at the Entries should be submitted to: Becki Bagley Background Information

4 The Task Force s Mission Educate Boone County citizens on the effects heroin and prescription opioid painkillers are having in the Boone County community, and Empower Boone County citizens to take preventative steps and pursue rehabilitative services for heroin and prescription opioid painkiller abuse. The Task Force s Goals: Increase the community s awareness of the heroin epidemic in Boone County Decrease the number community members who are using these substances Increase the community s perceptions of personal harms associated with using heroin and other drugs Increase community support of preventative steps and rehabilitative services in Boone County A Substance Abuse Prevention-Based PSA (Source: Substance Abuse Mental Health Services Administration) Substance abuse prevention refers to interventions that seek to delay the onset of substance use, or to avoid substance use problems before they occur. Effective prevention strategies begin early in life and continue through adolescence and into adulthood; they reinforce consistent messages across the life span. It includes a broad range of health promotion strategies such as building skills, engaging youth in the development of appropriate messages, and ensuring that environmental, positive school culture and strong family supports. It is unrealistic to think that all youth won t try alcohol or other drugs. But prevention strategies can encourage youth to delay their use until they re older and help them learn safer, more sensible ways to use substances, if they are already using them. Research has shown that educating youth about avoiding substance use is not effective. Scare tactics or hard line approaches like zero-tolerance have little or no effect. When youth are told that substances, including marijuana, are extremely dangerous and addictive, and then they learn through experimentation that this this is false, the rest of the message is discredited. Honest substance abuse education is one key to ensuring that individuals know how to make informed decisions. Effective programs start with the very young and extend through all stages of life. They use a range of health promotion strategies and target policy and legislative change. Planning Your Public Service Announcement

5 Step 1: First you need a script. Write down what you want your characters and/or narrator to say. Pick your actors. Then describe the visuals within each shot, including camera angles. Also determine if any music you plan to use (that you are not using anything with the copyright). Make sure your script is detailed enough so you can plan each shot, but don t get overwhelmed with too many details. Step 2: Scout and select your locations. Think about where you ll shoot each scene. Consider which locations at your school will make the best visuals. Which are most do-able? Which might require getting special permission to shoot? Are they places where you can work safely? Step 3: Develop a storyboard. A storyboard is a visual of what each scene will look like. The visuals can be as simple as a rough pencil sketch just enough to give you the basic idea. In general, you should have one storyboarded frame for each scene or each time the camera angle or background changes. Step 4: Create a schedule. Make sure your production team, actors and editors are all on the same page. Chart out the time you ll spend shooting and editing. Then stick to the schedule. Step 5: Get permission and get help. If you plan to shoot your documentary on school property or on private property, you ll need written permission. Anyone who appears on camera and can be recognized in any manner will need to sign a Release Form. If he or she is under the age of 18, his or her parents or legal guardians will also need to sign the form. We recommend that you involve a tech savvy teacher/parent/older adult in your PSA to get their input, advice and expertise. Step 6: Be safe. Don t do anything that is not safe. When in doubt, ask a teacher/parent/older adult if what you re planning to do is safe. Below are a few tips to assist with your PSA creation: Positioning the Camera Keep the camera on a shot for at least five seconds, even if your subject exits the frame. Holding shots this way will help when you begin editing. When you finish a shot, shoot it again from another angle so you ll have more choices when you edit. If you re interviewing a person, always shoot cutaways (the interruption of a continuously filmed action by inserting a view of something else) that you can later edit into the scene to avoid long scenes of talking heads. Lighting If you re shooting outdoors, arrange people and objects to take advantage of available light. If you re shooting indoors, place a few electric lights around your subject. (Lamps with clips, which you can find at a hardware store, are especially helpful.) Try to balance out any shadows on people s faces. Using a large piece of white foam-core can help you bounce light onto shady part of someone s face. Composition

6 Think about what you want to convey before you frame the shot. For example, wide-angle shots show a person s location. Use medium shots and close-ups to show someone s expressions and emotions. You can vary your approach to scenes by using a wide, establishing shot that show the viewer where you are, then cutting to a closer shot. Cover up any brand names and/or logos on clothing, background items or props, or use plain, nonbranded items. Sound Avoid shooting in locations with a lot of background noise (including wind). If you notice a sound problem when you re shooting, stop and fix it right away. In each location you use, let the microphone record some silence, with no one talking or any background noise. You can use these room tones to bridge cuts from one scene to another when you edit. Editing Your Video Use only the shots that you absolutely need to tell your story. Don t use filler for the sake of making a longer video. Often, less is more. Compressing Your Video You ll need to submit your PSA into a digital file in order to submit it. Master Copy Remember that your video could be used as a public service announcement (PSA) that will air on television or broadcast on radio. Save an original master copy of your video on DVD or MiniDV. PSA Download Recommendations for Submission

7 For High Definition Spots Dimension: 1280 x 720 Format: 720p File Format: See CODECS CODEC: If you re using Final Cut Apple Pro Res or H.264 fine If you re using Avid DV works well or H.264 If you re using Adobe Premiere or Sony Vega MPEG 2 will flip into local TV broadcast system Frame Rate: Hz Frame Size: 1280 x 720 NOTE: All pertinent visual information must be within the 4x3 safe title area, or we will reject the spot. PAR (pixel aspect ratio): HD 16 x 9 Frames: progressive 30 Mb/s Chroma Subsampling: 4:2:0 Bars & Tone: not necessary Slate & Countdown: Slate his helpful, countdown is not necessary Note: Please save the file as the ISCI name. The file name replaces the ISCI for cross referencing of traffic instructions vs. spots. For Standard Definition Spots Dimension: 720 x 480 Format: 480i File Format: See CODECS CODEC: If you re using Final Cut Apple Pro Res or H.264 fine If you re using Avid DV works well or H.264

8 If you re using Adobe Premiere or Sony Vega MPEG 2 will flip into TV broadcast system Frame Rate: Hz Frame Size: NTSC PAR (pixel aspect ratio): SD 4x3 NOTE: Clients that shoot in HD will need to center cut or letterbox the clip. Fields: Interlaced Minimum Bit Rate: 5 Mb/sec NOTE: If you use the SD codec it should be auto set Chroma Subsampling: 4:2:0 Bars & Tone: Not necessary Slate & Countdown: Slate is helpful, countdown is not necessary NOTE: Please save the file as the ISCI name. The file name replaces the ISCI for cross referencing of traffic instructions vs. spots For home and/or school any of the consumer brand video cameras such as Panasonic, Samsung, Sony, JVC can be used.

9 Graphic/Picture Who? The Prevention of Heroin Use and Abuse PSA challenge is open to Boone County middle and high school students and focuses on heroin and other drug use prevention. What? Goal: Produce the most effective, creative and innovative message in a video public service announcement (PSA), to bring attention about the dangers associated with abusing heroin and other drugs. Winner Receives: Why? When? Deadlines: Notice of Commitment must be received by 5:00 pm on Monday March 2, submit to All entries must be received by 5:00 pm on Monday, May 4, Winners will be notified by .