©2008 California Department of Public Health

1. Eligibility

Open only to California residents 18 years of age or older. The following individuals are not eligible: State of California Tobacco Control Program employees; advertising and public relations contractors or subcontractors; and each of their respective parent companies, affiliated companies, distributors, Web design, advertising, fulfillment, judging, and contest agencies involved in the administration, development, fulfillment, and execution of this contest, and their immediate family members (spouse, parent, child, sibling and spouse or "step" of each). This contest is open to both amateur and professional filmmakers. Only original commercials made specifically for this contest which have not been posted or screened on another Web site or other medium are eligible.

2. How to Enter

a. Topic and Categories

All entries must promote an anti-tobacco, smoke-free message, and focus on one or more of the following categories:

1. Motivate people to quit smoking and/or not start smoking

2. The negative impacts of secondhand smoke

3. Countering tobacco industry marketing, which promotes smoking as a glamorous and independent activity

For more information, see the Be a Reel Hero contest FAQs.

b. Audience

The primary target audience for all contest entries is adults, age 25 to 54.

c. Qualifications and Restrictions

Entries must meet the following qualifications. Entries which do not meet the following qualifications will be disqualified:

1. Entries must not glamorize smoking and must pay particular attention to not show smoking cues. Smoking cues are actions that make smoking visually enticing and appealing. For more information, see the contest FAQs.

2. All entries must be appropriate for the general public.

3. Entries must not contain profanity, vulgar or inappropriate content.

4. Entries must not contain dangerous stunts or unsafe conduct.

5. Entries must not show company logos, product logos or trademarks, including those visible on clothing worn by talent in the commercial or cigarette brand names.

6. Entries must not show distinctive packaging or branded elements, such as actual cigarette brand names and packaging.

7. There is no limit on the number of entries submitted per person or group. If any group of individuals elects to collaborate on an entry, they are required to designate one representative to enter the entry and accept the prize on behalf of the group. The California Department of Public Health is not liable for any disputes between collaborators related to an entry.

d. Production

1. Length and Language

All entries must be exactly 30 seconds in length and must be primarily in English. All entries that are not exactly 30 seconds in length will be disqualified.

2. Required Tag

All entries are required to include the following tag, which must be visible for three to four seconds:

For more information, visit TobaccoFreeCA.com

3. Minimum Required Format

The minimum required format for submissions is Mini Digital Video (DV) format 720 x 480 NTSC full screen resolution. Entrants are encouraged to submit a better quality video if possible. The better the source quality is, the better it will look on television (for the winning entry only).

4. Formats for Submission

Each entrant is required to submit both a DVD containing their submission plus a CD with an uncompressed QuickTime file. If possible, it is requested that the audio be split into two tracks with voiceover, dialogue, and sound effects on channel 1 (one) and music on channel 2 (two).

SUBMISSIONS MUST INCLUDE 2 DISKS-A DVD AND A CD WITH AN UNCOMPRESSED QUICKTIME FILE.

e. Requirements for Submission

1. Labels

The following information must be affixed to the DVD, DVD case, CD, and CD case:

Name of entrant

Name of entry

Email address

Address of entrant

Telephone number of entrant

2. Official Entry/Registration Form

All entries must be accompanied by a complete Official Entry and Registration Form. Entries which do not have a completed Official Entry and Registration Form will be disqualified and not reviewed. Please print this document and complete the Official Entry and Registration Form.

3. Trademarks, Copyrights, and Releases

Any elements in the commercial, including but without limitation to music, audio, speech/voiceovers, stills, video, supers, or other audiovisual materials used must be; 1) entirely original, created, and performed by the entrant and/or participants; 2) be in the public domain as creative work not protected by trademark or copyright and can be used freely by anyone; 3) purchased or released trademarked or copyrighted elements, such as music, photographs or logos. Elements in an entry which violate these requirements may disqualify the entry. It is illegal to use copyrighted or trademarked materials without the permission from the holder.

4. Media, Talent and Production Release Form

The official contest Media, Talent and Production Release Form must be completed for each of the following elements:

a) On camera talent (a parent or legal guardian must sign the release for minors); one release for each talent is required

b) Private production location(s)

c) Music or audio elements

d) Voiceovers

e) Stills or photographs

f) Supers

A separate release form must be completed for each of the above elements. All releases must accompany the entry and must contain original signatures. Please print this document and complete the official contest Media, Talent and Production Release Form.

5. Entry Deadline

No matter what method of delivery, all entries must be received by the extended deadline of 6 p.m. (PST) January 10, 2008. Late entries will be disqualified. Once the entry is received, the entry is final and may not be returned to and/or modified by the entrant. Entries must be delivered to:

Be a Reel Hero Contest

c/o The Rogers Group

1875 Century Park East, Suite 200

Los Angeles, CA 90067

3. Conditions of Entry

As conditions of entry into this contest, and by entering a submission, the entrant warrants and represents that the submission (a) is original and has been legally created; (b) does not infringe upon the intellectual property, privacy or publicity rights or any other legal rights of any third party; (c) has not been entered in or won any previous contests or awards; and (d) has not been published or distributed previously in any media. Entrant represents that he/she owns all rights to his/her submission, including, without limitation, the copyrights in the recording and the performance contained therein and has no obligation to any agent, manager or any other entity, financial or otherwise. Entrant further represents and warrants that the entrant has obtained permission from each participant whose name, image, or voice ("likeness") is included in the submission, and that such person(s) have granted entrant all necessary rights to use the person's likeness as described in these rules. Entrant must submit separate signed Media, Talent and Production Release Forms for each such permissions. If the Likeness of a minor is included, the minor's parent or legal guardian must authorize the use of the minor's likeness on behalf of the minor by completing a Media, Talent and Production Release Form. By entering a submission, entrant irrevocably grants the California Department of Public Health and its affiliates, legal representatives, assigns, agents, and licensees, the unconditional and perpetual right and permission to share, reproduce, encode, store, copy, transmit, publish, post, broadcast, display, publicly perform, adapt, exhibit and/or otherwise use or reuse (without limitation as to when or to the number of times used), the entrant's submission, including, but not limited to, the recording and the performances contained therein (in each case, as submitted or as edited/modified in any way by the California Department of Public Health, in its sole discretion), as well as to use entrant's likeness in any and all media without limitation as to time or territory, and without additional compensation or approval from the entrant or any other party. Entrant waives intellectual property rights, privacy/publicity rights or other legal or moral rights that might preclude the use of the submission by the California Department of Public Health, and agrees not to sue or assert any claim against the California Department of Public Health for the use of the submission or entrant's likeness or participant's likeness. Entrant agrees to indemnify, defend with counsel reasonably approved by the California Department of Public Health, and hold the California Department of Public Health, its agencies and their respective affiliates, The Rogers Group, officers, directors, agents, co-branders or other partners, and any of their employees (collectively, the "Indemnities"), harmless from any and all claims, damages, expenses, costs (including reasonable attorneys' fees and costs of suit, including, but not limited to, experts costs through appeal) and liabilities (including settlements), brought or asserted by any third party against any of the Indemnities due to or arising out of the entrant's submission, or the entrant's conduct in creating a submission or otherwise in connection with this contest, including but not limited to claims for trademark infringement, copyright infringement; violation of an individuals right of publicity or right of privacy; or defamation. Entrant further agrees to release the California Department of Public Health from any and all claims that any advertising subsequently produced, presented, and/or prepared by or on behalf of the California Department of Public Health infringes entrant's rights with regard to any elements, characters or ideas contained in any submission.

4. Selection of Finalists and Grand Prize Winner

a. Review Panel

Finalists – All qualifying entries will be judged by a review panel that includes professionals from communications, public health and government. There may be up to 20 finalists selected. Finalist entries will be posted to www.BeAReelHero.com. The Grand Prize Winner will be selected from this group.

Grand Prize Winner – Finalist entries will be judged by a review panel that will include professionals from the entertainment industry, as well as public health and government officials. There will be four members on the review panel, accounting for four-fifths of the total score. Public voting will account for the last one-fifth of the total score. Although multiple submissions are allowed, only one (1) finalist entry per person is allowed.

b. Review Panel Judging Criteria

The review panel will judge the entries submitted based on the following:

1. Ability to motivate action or solicit change;

2. Creativity and originality;

3. Message development and clarity;

4. Production quality (such as sound, lighting, editing).

c. Public Voting

The selected finalists will be posted on
www.BeAReelHero.com on February 1, 2008 and public voting will begin. Public voting will conclude at 11:59 p.m. (PST) on February 22, 2008.

d. Voting Total

Public voting will account for one-fifth of the total score.

5. Announcement and Notification of Finalists and Grand Prize Winner

The commercials of the selected finalists will be posted on February 1, 2008 on www.BeAReelHero.com and entrants will also be notified by mail of their finalist standing. The Grand Prize Winner will be notified by mail and phone.

6. Grand Prize

One (1) grand prize will be awarded to the entry with the highest cumulative score. The grand prize will consist of:

Airing of winning commercial on television in California

7. Timeline

Entries Due - January 10, 2008 (6 p.m. PST)

Finalists Announced - February 1, 2008

Public Voting - February 1, 2008 - February 22, 2008

Winner Notified - March 2008

Winner Announced to Public - March 2008

Grand Prize Winner Ad to Air - Spring 2008

8. General Conditions

All Finalists and the Grand Prize Winner are subject to verification, including without limitation, verification of eligibility, compliance with these Official Rules and Requirements, and completion of all required documents. In the event of non-compliance with these Official Rules and Requirements, an alternative winner may be awarded. Entrants agree that the California Department of Public Health has the sole right to decide all matters and disputes arising from this contest and that all decisions of the California Department of Public Health are final and binding. The California Department of Public Health may, at its sole discretion, waive any immaterial deviation or defect in an entry. However, the waiver of an immaterial deviation or defect in an entry will in no way modify the document or excuse the entrant from full compliance with the rules and regulations. Airing of the Grand Prize commercial is subject to the California Department of Public Health’s right to edit the commercial, to comply with network guidelines or for any other reason at the sole discretion of the California Department of Public Health. Notification of Finalists or Winner status must be kept confidential until their Submissions are publicly revealed by the California Department of Public Health. The return of any prize notification as undeliverable will result in a disqualification and an alternate winner may be selected. The Grand Prize Winner may also be required to sign additional documents, as deemed necessary by the California Department of Public Health in its sole discretion, prior to airing on TV. All expenses incurred due to the creation of the submission will be the responsibility of the entrants. No substitution of prize is offered, except at the sole discretion of the California Department of Public Health. The Grand Prize is non-transferable. If for any reason the contest is not capable of running as planned, including without limitation, infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other causes which corrupt or affect the administration, security, fairness, integrity or proper conduct of the contest, the California Department of Public Health reserves the right, at its sole discretion to cancel, modify or terminate the contest. The California Department of Public Health reserves the right to require the Grand Prize Winner to submit to a confidential background check to confirm eligibility as a condition of awarding the prize to help ensure that the use of any such person in advertising or publicity for the contest will not bring contest parties into public disrepute, contempt, scandal or ridicule or reflect unfavorably on the contest as determined by the California Department of Public Health in its sole discretion.