PLAYBOOK 1: How to Build Relationships with Your Local Media
Play 6:
How to Create Do-It-Yourself (DIY)
Video and Audio Materials
HEALing Communities Study
HEAL
INITIATIVE
NIH
Play 6: How to Create Do-It-Yourself (DIY) Video and Audio Materials
2
» WHAT?
» WHY?
» WHO?
» WHEN?
This playbook outlines best practices for creating
do-it-yourself (DIY) video and audio materials that
your coalition can share through various channels,
such as social media platforms, websites, email
lists, media and partner outreach, community
presentations, and radio or TV public service
announcements (PSAs).
With this playbook, you will be able to use skills
within your coalition and community to create
informative and engaging video and audio
materials that can complement existing HEALing
Communities Study (HCS) campaign materials.
Video and audio materials can feature people
with lived experience, community members,
and healthcare providers as storytellers who can
highlight key perspectives.
Videos provide an opportunity to share
memorable, credible, and impactful stories with
viewers. They can help viewers find meaning and
emotional connections by identifying with people
like themselves. Video content can also serve as
a powerful means to grab your priority group’s
attention. For example, a recent Facebook study
found that videos capture more attention than still
images 75% of the time.
1
How often your coalition shares video and audio
materials will depend on the dissemination
channels you select. On social media, the quality of
the content is more important than the quantity
(i.e., posting 3 times a day).
2 ,3
You might also use
videos for in-person or virtual presentations to
groups in your community, or place short (10–30
second) audio or video clips on TV and radio.
Get Started
» HOW?
The process of conceptualizing, developing, and
producing video materials may seem daunting,
especially if you have never done it before. You
may feel excited about creating your own artistic
masterpiece. Whether you are feeling anxiety or
joy, these tips are intended to make the production
process as simple and enjoyable as possible—and
to include any critical steps in the process.
Follow these four steps:
1. Plan
2. Record
3. Edit
4. Disseminate
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STEP 1: PLAN
DEVELOPING A CREATIVE BRIEF
Start with a short (1-page) creative brief outlining
your strategy and vision for the video to ensure that
everyone on your team is on the same page. Here
is a list of questions your team should answer in the
creative brief before starting production:
■ Goal: What is the purpose of this video?
■ Audience: Who is the video trying to reach?
■ Tone: What style of video will you create? How
will it look and feel?
■ Key message: What is the single most
persuasive idea the video can convey?
■ Call to action: What should the audience do as
a result of watching the video?
■ Dissemination channels: How will the video be
shared?
CREATING A VIDEO SCRIPT
Before you start recording, create a script that outlines the premise of the video. Below is a list of ideas for
video and audio PSAs to get you started.
IDEAS FOR VIDEO AND AUDIO PSAS
1. Have a local emergency room (ER) doctor
talk about the number of opioid overdoses
they see daily or weekly.
2. Ask a local ER clinician to talk about how
they can transition people to medications for
opioid use disorder (MOUD) treatment once
they are treated for overdose.
3. Talk to emergency medical technicians
about signs and symptoms of overdose and
how naloxone saves lives.
4. Have an expert from a local university talk
about how the data show that MOUD is the
most effective path to recovery.
5. Talk to a family whose loved one was saved
by naloxone or MOUD.
6. Do a video demonstration of how naloxone
should be used. (Make sure it follows the
steps on the HCS fact sheet.)
7. Have a coalition member talk about how to
get a ride to treatment.
8. Talk to a local pharmacist about why
methadone and buprenorphine work.
9. Ask a local medical examiner to discuss
contaminated street opioids and how quickly
they can kill.
10. Have an HCS researcher discuss the study’s
goals and how the interventions are working
in a local community.
11. Have a local addiction specialist talk about
telemedicine opportunities.
12. Have an expert from a local rehab center talk
about the courage it takes to come forward
and ask for help. One angle might be a rehab
counselor who is in recovery.
13. Talk to addiction specialists about how
important it is to stay in treatment as long as
is necessary and how there is no formula that
fits all people.
14. Have people in long-term recovery talk about
how stigma affected them.
15. Ask an ER clinician to discuss strategies
that can lessen stigma in the healthcare
community.
16. Ask coalition members for ideas on what is
important in their communities and who
would be a good spokesperson. For example,
is there a housing program they could
discuss or a local hotline they could call?
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WRITE AN AUDIO SCRIPT FOR RADIO PSA
SPOTS
If your coalition is interested in doing a radio PSA,
you may consider writing an additional script that
is tailored for radio broadcasting. PSAs are brief,
noncommercial announcements that benefit
the target audience, and the broadcast time is
donated by the organization that airs it.
5
Create
scripts for both 30-second (65–90 words) and a
60-second (150–180 words) versions of your public
service announcement.
SCOUTING FOR SPOKESPERSONS
Video spokespersons are all around you! You, a
co-worker, or person involved in your community’s
activities may all be candidates. Examples of
potential spokespersons include
■ Healthcare providers who have experience
treating people with MOUD,
■ Coalition members who offer programs and
services to prevent opioid overdoses, and
■ People and organizations in your community
who support people with opioid use disorder
(e.g., loved ones, recovery communities,
treatment navigators, providers, employers, and
faith-based leaders).
Ask your spokesperson to sign the media release
form in Appendix B. As you go over the items in
the form, be sure to explain the following:
■ How you will choose final video candidates
(e.g., demographic diversity, experience
with particular forms of treatment, length of
recovery).
Once you have determined the premise of your
video and developed your creative brief, you’re
ready to write the script. More experienced
videographers may also want to create a
storyboard to illustrate the visuals that will
accompany the script. Write the script as if you
were talking to a friend or relative. Scripts should
follow best practices:
■ Start with a bold statement or question to
capture your viewer’s attention right away.
Facebook found that many people decide
whether to continue watching a video in the
first 3 seconds.
4
With this limited amount of
time, it is important that you use language and
imagery to attract and maintain their attention.
■ Finish your video with a call to action. This a
specific action that a viewer can perform (e.g.,
Visit this website, Ask your healthcare provider
for treatment, etc.)
■ Use language that promotes collective action
(e.g., us, we, our) and unity, as appropriate.
Read the script aloud to yourself and others.
Listen for what content does not enhance the
call to action or would not appeal to your priority
viewers. You can use a timer to make sure the
script matches the desired video length.
TIP: In general, the actor(s) should put the
script into their own words because it will
sound more natural and relatable to the viewer.
Example of a Video Script:
Let me tell you how I got my life back. My
name is Jenny, and I was born and raised in
Boyd County. I am a mother. I am a teacher.
I was addicted to opioids. I have been taking
medication for this problem for 5 years.
Medication helps treat opioid addiction and
helps saves lives. It’s saved my life. I finally
decided to ask for help and learned there
are tools that can help stop the addiction
cycle. To learn more about these medications
to treat opioid use, please visit www.
healingcommunities.org. Let’s support each
other and heal Boyd County together.
Example of a 30-second Radio PSA Script:
Hi, I’m Daniel from Lucas County, Ohio.
No matter who we are or where we come
from, we all know at least one person who is
affected by opioid use disorder. The myth that
addiction is a lack of willpower keeps people
from getting treatment with medications that
can help improve their lives. Learn what you
can do to end stigma around medications
for opioid use disorder in Lucas County at
HealTogetherOH.org/Lucas.
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■ Your expectations for the chosen video
spokespersons (e.g., record one or multiple
videos, whether they will have the opportunity
to review prior to finalizing the video, whether
they should be available for interviews with
reporters, ability to promote video through
their own communication channels).
■ How their participation in the video will be
used.
See Appendix C for additional considerations for
publishing testimonials about opioid use disorder
treatment and recovery.
PLANNING YOUR BUDGET
Recording videos for social media can be done
for free or at low cost. If someone in your coalition
has access to a smartphone or computer, you are
in great shape to record a stellar video. You might
even have members in your coalition who have
video, public relations, or media experience who
can help guide this production process. Appendix
A outlines other equipment and software and any
associated fees that your coalition might consider
budgeting for during the production process.
WORKING WITH VOLUNTEERS AND
CONTRACTORS
If you do not have access to a phone or computer
in your coalition, you may consider accessing
recording and editing equipment and volunteers
within your local community. Some of these
places may offer volunteers, recording spaces,
and recording and editing equipment to rent or
purchase at a reduced fee:
■ Community theatres
■ High schools
■ Radio stations
■ Community colleges
■ Religious settings
■ Local county, city, or town health organizations
that have websites
If your coalition does not have access to a media
expert or volunteers in your local community,
you can still produce videos by outsourcing
production work to freelancers. Some great
resources to find freelance multimedia
professionals include the following:
■ Upwork.com
■ Fiverr.com
■ Guru.com
TIP: To assess how articulate potential
spokespersons are, schedule a phone
screening. A phone screening involves a
coalition member calling the candidate and
asking them a question pertaining to the
video topic. As the candidate responds, you
should consider the following questions:
■ Are they staying on topic?
■ Do they say “um” or “uh” often?
■ Does the tone of the voice sound clear and
pleasant?
■ Do they sound knowledgeable about the
topic?
■ Are they a good communicator?
If you are interested in hearing from people
with opioid use disorder, be sure that they talk
over their plan to share their story with their
provider, counselor, or other treatment and
recovery staff.
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STEP 2: RECORD
Once you have written the final draft of your script
and identified your spokesperson, it is time to
prepare for recording.
■ Location. Location. Location. Location is key
in setting the stage for your videos. To ensure
that your video setting contributes to the video
experience, consider the following tips:
» Less Is More: Choose simple and believable
settings and backgrounds, as if the person
is at home or their relevant workplace.
Make sure the background is not too busy
or cluttered; it can distract the viewer from
the main message of your video. Remove
distracting lamps, small objects, knick
knacks, or pictures.
» Be sure to look through the lens to get a feel
for what the viewer will see. Beware of plants,
pictures, or lamps that stick up behind
someone’s head.
» Avoid a completely blank backdrop, which
can make an interview looked staged. If
the person is coming into an office setting
to do the video, rearrange office furniture
to look warm and welcoming and remove
distractions.
■ Illuminate the Subject: Lighting is key in
making sure that everything you want seen is
visible. Make sure the light source is in front of
them, not behind, to avoid a dark, silhouette
effect. You want the face to be clearly seen
but not too bright. In general, natural lighting
through a window or open door is great
for making your subject visible in a video
recording, and it is free. If you record outside,
place your subject in the shade, not in bright
sunlight. Again, check the view through your
lens to be sure the subject is seen in flattering
light.
■ The Setting Is a Character: The recording
location should tell a story and contribute to
the overall campaign theme or call to action.
For example, if your spokesperson wants to
talk about how families can support MOUD
treatment, your coalition may choose to record
their testimonial in a home setting. Or, if the
person wants to talk about being back at
work and wants the video to be done at the
workplace, be sure to get permission from the
employer and follow all recommendations for
the background and lighting.
■ Visuals Are Enhanced by Audio: In addition
to ensuring that your visual settings are
engaging and informative, it also important
that your video subjects can be easily heard
and understood. In general, it is important to
record in quiet settings that are not within or
around loud distracting noises (e.g., highways,
people talking, airplanes flying overhead).
6
If shooting outdoors, take a moment to
evaluate any background noise. It can be
hard to find an outdoor location that is truly
quiet. If using a mobile phone, consider
putting it in airplane mode during filming to
avoid interruptions. Appendix A includes an
outline of recommended recording and audio
equipment.
Once a location has been secured, you are ready
to film. A cell phone with a camera may be all you
need to record a video. Consider the following
best practices as you record your videos:
■ Practice Makes Perfect: Prior to recording,
make sure you do a few practice recordings.
These practice sessions help the spokesperson
rehearse what they will say and to correct any
distracting mannerisms, such as touching
their face and hair or looking away from the
camera as they are talking. Another common
mistake is sitting in a chair with a moveable
back and rocking back and forth. These
practice recordings also let the camera person
determine optimal background, lighting, and
distance from the spokesperson.
■ When in Doubt, Bust the Shot: When
recording people you do not have to record a
person’s entire body. In fact, it may be more
impactful to focus on the person’s face to
capture their facial emotions and connect with
viewers. Your coalition may consider recording
people using a bust shot. Bust shots show
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a figure in the camera frame from slightly
above the top of their head to the tops of their
shoulders. No matter how you choose to record
your spokesperson, if you plan to edit the video,
make sure the recordings are consistent. For
example, if you record one take using a bust
shot, record all video takes for that person
using bust shots so the editing process is more
consistent and seamless.
■ Record Footage in the Right Format: Use
a tripod or a stack of books to stabilize the
camera for crisp, professional shots. Check
your video settings to see if there’s an option
to record in high definition (HD). Think about
whether you want the video orientation to be
horizontal (landscape) or vertical (portrait).
Horizontal videos are typically better for
YouTube and TV PSAs, whereas vertical or
square videos are optimal for social media
posts and stories. If posting on multiple
channels, you may want to shoot in different
ways or get a shot that can easily be cropped
later during editing process (free editing tools
like Animoto can be used to crop horizontal
videos in square or vertical formats for social
media).
TIPS FOR ADAPTING VIDEOS FOR RADIO PSAs:
■ Record Multiple Lengths. Record both a 30-
and 60-second version. Use a timer to be sure
the audio is within your intended time limits.
■ Save Audio Files Separately from Video.
Save the audio file as either a .wav or .mp3 file.
Some radio stations may request and use your
coalition’s audio recording whereas others will
use one of their on-air personalities to read the
script.
STEP 3: EDIT
Videos not used as a TV PSA can be edited to any
time length. However, to ensure your campaign
messaging captures attention and keeps it, it is
important that your videos are not too long. As a
best practice, video recordings for social media or
other websites should range between 30 seconds
and 2 minutes. See Appendix A for a list of DIY
video and audio editing platforms.
One video recording might be edited for use on
multiple platforms. For example, a 2-minute video
for a website can also be edited as a 1-minute
video on Facebook and a 30-second video on
Instagram, if the shorter content is still clear and
understandable.
Video Length: The average length of videos
varies by platform.
7
The average video lengths for
different platforms are shown below.
If your coalition chooses to work with an outside
vendor for video production, know that the most
expensive part of the process is video editing.
Here are some important considerations:
■ Communicate clear guidelines on what the
video should look like, your desired video
length, and your budget.
■ Maintain clear and timely communication with
the editor.
PLATFORM TIME LENGTH
Instagram
Twitter
Facebook
YouTube/Community Presentation
TV/Radio PSA
30 seconds
45 seconds
1 minute
2 minutes
30 seconds or 1 minute
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■ Plan ahead to avoid excessive changes. A
“paper edit” of what parts of the video will
appear as the final “script” can help get to a
final edit without as much back-and-forth.
■ Document deadlines and expectations.
■ Keep videos as brief as possible.
Consider the following instructions to help create
a good working relationship with your video
editor:
■ Share your creative brief with the editor so
that they understand the specific goal or call
to action of your video, the intended audience,
and where the video will be posted.
■ Have your digital materials compiled and
organized via a cloud storage or shared drive
account (for example, Google Docs).
» Digital materials include logos, video
recording files, and image files (.jpg).
■ If you want any variations of the videos (i.e., 30
seconds, 1 minute) let the editor know sooner
rather than later.
EDITING VIDEOS FOR SOCIAL MEDIA
Use the following tips to edit videos for social
media:
■ Create square or vertical videos. Facebook,
Twitter, and Instagram all recommend using
square videos (1:1 ratio) for newsfeed posts
and vertical videos (9:16 ratio) for stories. This
is because most people view video content
from their mobile phones, and square and
vertical videos take up more space on mobile
screens. Free social media video editing tools
such as Animoto can be used to automatically
crop videos in the correct dimensions for social
media.
■ Add captions to your videos. Approximately
85% of Facebook users watch videos with the
sound turned off,
8
so not having captions is
a missed opportunity to get your message
across. Animoto can also be used to overlay text
onto your videos.
TIP: To educate your viewers
about the credibility of the
speaker, display the speaker’s
name and title on the lower
third of the screen, much like
you see on TV news shows.
For example, if the speaker is an emergency
medical services (EMS) professional, you may
have them wear their uniform in the video and
display their name and EMS title in the lower
third of the video.
STEP 4: DISSEMINATE
PITCHING YOUR PSAs TO RADIO AND TV
STATIONS
Once you have completed planning, recording,
and editing, consider these tips:
■ Compile a list of local radio/TV stations in your
area via web search or through word of mouth.
■ Contact these stations by phone or email
to determine if they air PSAs. Speak with or
address your email to the Community or Public
Affairs Director, if they have one.
■ Use a strong subject line: Don’t be afraid to say
“Help Us Stop Opioid Overdoses in [HCS County/
Community].”
Emily Burton, EMS
TIP: Add a call to action. Make sure you have
a call to action in your video that tells people
how they can seek help for a loved one or
get involved after watching the video. For
example, if your call to action is visiting the
website for more information, make sure to
include the URL in your video.
Find naloxone near you.
HealTogetherMA.org/Salem
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■ Use a strong opening line in your email: Be
sure they know you are with a nonprofit, public
health organization seeking their help.
■ Draft your email explaining the positive impact
your PSA could have on the community. When
speaking with the station representative, be
sure to compliment the station’s influence in
the community and ask them for help.
■ Underscore what’s in it for them: Let them
know why this will be good for them. For
example, say “We will thank the station in
our e-blasts to out coalitions,” or “We will be
sure our partners know we were helped by
[Station].”
■ Make the pitch local. Include some statistics on
local overdose deaths or refer to the news of a
recent overdose death in the community.
■ In this email, be sure to include your:
» Name
» Organizational affiliation (i.e., HEALing
Communities Study Communication
Champion) and credentials (i.e., RN, Dr.)
» Email and telephone contact information
■ Mail or email the station your letter.
9
» Emails with multiple attachments (like
audio files) from unknown senders often get
flagged by the email server as spam. To avoid
your initial email being categorized as spam,
the body of your initial email should include:
▶ Your letter,
▶ The main text of the PSA, and
▶ A link to a Dropbox or shared drive folder
where the stations can easily download the
audio and script versions.
■ A few days after mailing or emailing your letter
or email, follow up with the station to ensure
that they received the PSA and continue to
encourage its airing.
■ If the station airs your PSA, thank them
via email, phone call, or letter. Keep the
momentum going by creating social media
posts thanking the radio station for airing the
PSA.
Sample pitch:
[First line optional] I am writing in response to your recent news story on (an overdose death/overdose
stats, etc.)
My name is Jane Smith, and I work with the [local coalition name] of the HEALing Communities
Study—the largest implementation study ever supported by the U.S. Department of Health and
Human Services to reduce opioid overdose deaths. Because [station] is a leader in this community,
we are asking for your support in reaching out to the public so people affected by opioid misuse and
addiction know how to find treatment. Your audience trusts you, and we need your help.
We have created a video/audio PSA that tells [HCS county/community] citizens how to [topic] and
where to get help. This locally made video/audio product could also be used as part of a news story.
The video/audio clip is attached, along with a transcript. It is a statement by [name] urging people
to [action]. Could you please advise us on how we can get this information out to the people of [HCS
county/community]?
SHARING YOUR VIDEOS ON SOCIAL MEDIA
Videos have been called the “king of content”
on social media platforms, like Facebook and
Instagram.
10
For example, the average person
is spending 100 minutes each day watching
online video in 2021.
11
Here are a few tips for
disseminating your videos on social media
effectively.
■ Tease what the video is about in the post
copy. One advantage to sharing videos on
social media is the opportunity to introduce
your video with a line of text that gives people
a compelling reason to watch and share the
video. Try to summarize what is unique or
interesting about the video in one sentence to
entice people to start watching.
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■ Choose a compelling thumbnail. Capturing
people’s attention within the first few seconds of
a video is critical to get people to stop scrolling
and start watching. The first thing people
will see is the video thumbnail, so replacing
the default thumbnail image with a more
compelling custom image that you create and
upload can help improve video engagement.
■ Upload videos natively. Native videos are videos
uploaded directly to a social media platform
rather than linking to videos hosted elsewhere
(e.g., uploading a video directly to Facebook
rather than linking to a YouTube video from
Facebook). Native videos get 478% more shares
on Facebook than videos from other sources
because they can be played from the newsfeed
and users do not have to leave the platform.
12
■ Use social media ads to generate more
views. Paying to run video ads on social media
platforms can help you reach a larger audience
and specify who you want to reach using
location, demographics, interests, and other
characteristics. You can also optimize your ad
to get the most views at the lowest cost by
setting “video views” as the goal. The following
webpages include more details about creating
social media video ads on different platforms:
» Facebook video ads (and video ad specs)
» Instagram video ads (and video ad specs)
» Twitter video ads
» YouTube video ads
■ Review insights from video analytics to
inform your strategy. Social media platforms
provide metrics like video views, average watch
time, and video completion rate, which can help
you understand where people drop off when
watching your video and what types of videos
resonate most with your audience.
■ Consider going “live” on Facebook and
Instagram. Many social media platforms have
the option to broadcast live, which may make
sense if you want to share a conversation with a
spokesperson in real time to generate interest
and engagement. Facebook and Instagram rank
live videos more favorably in their algorithm, and
people spend more than 3× longer watching a
Facebook live video on average compared with
a video that is no longer live.
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EQUIPMENT NAME ESTIMATED COST
Budget-Friendly Audio-Visual Equipment
B&H Photo Video
Varies
Promaster
Varies
Video Editing Software
HitFilm Express
Free
Shotcut
Free
Movie Maker Online
Free
Adobe Premiere Pro
Free 7-day trial, $20.99 monthly
Animoto
Free
Microphones*
CAD Audio USB U1 Dynamic Recording Microphone
$16.95
USB Dynamic Studio Microphone - Recording Set W
Table Tripod Mic Stand & 6.5’ Cable Plug & Play
$28.99
Blue Snowball iCE USB Mic
$49.99
APPENDIX A. RECORDING AND EDITING EQUIPMENT RECOMMENDATIONS
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11
Video/Photograph/Audio
Sample Consent Form
The [Research site] HEALing Communities Study (HCS) would like to use photographs,
videotapes, or audio files representing your image, likeness, thoughts, or opinions for a
media campaign on medications for opioid use disorder (MOUD). This will include sharing
with partners for distribution in 64 study communities across four states (Kentucky,
Massachusetts, New York, and Ohio) and other locations. Videos will be hosted on YouTube
and removed upon completion of the study.
Please read the statements below carefully and decide how you would like your image,
likeness, thoughts, or opinions to be used. All participants must be 18 years old or older.
Please place an X beside Yes or No to mark your choice beside each statement.
Person(s) in photographs, videos, and audio files
I agree to allow HCS to use photographs, video, or audio files representing my image,
likeness, thoughts, or opinions that I submit to them to be used by the study team
and its project partners to promote the campaign in public service announcements,
news releases, websites, social media platforms, printed materials, study reports,
and exhibits. HCS is entitled to edit, copy, adapt, or translate the contribution and to
authorize others to do so in connection with HCS projects. I understand that I will be
able to review final edits.
Camera**
EBODA Web Camera,PC Webcam with Microphone
Full HD 1080P Web Camera
$20.69
Video Camera Camcorder with Full HD 1080P 30FPS
16X Digital Zoom Digital Camera Vlogging Camera for
YouTube
$63.97
Audio Editing Software
Audacity
Free
Adobe Audition CC
Free 7-day trial, $20.99/monthly
Lighting
LimoStudio, LMS103, Soft Lighting Umbrella Kit
$63.11
Lumecube
Multiple options
Tripods
Video Camera Tripod
$17.49
Cell Phone Tripod
$11.99
*Dynamic microphones, not condensers, are recommended.
**Cameras are suggested if no phones are available to use for recording. DSLR cameras also have the ability to take videos
APPENDIX B.
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12
_____ Yes, I understand and agree to the statement above.
______ No, I do not agree to the statement above.
Given the nature of social media or other material capable of use or being
transmitted and shared beyond particular areas, we cannot guarantee that posts
shared by partners in HCS communities or other materials will not be seen or shared
with persons outside of these communities. Although all materials will be removed
from YouTube and study websites at the completion of the study, we cannot
guarantee that partners will not share them after the study ends.
______ Yes, I understand and agree to the statement above.
______ No, I do not agree to the statement above.
I grant permission for my name to be published with my image, likeness, thoughts,
and opinions in any associated campaign materials or publicity.
______ Yes, I understand and agree to the statement above.
______ No, I do not agree to the statement above.
I grant permission for my image, likeness, thoughts, and opinions to be used by HCS
faculty and staff in academic presentations and publications about the study and its
communication campaigns.
______ Yes, I understand and agree to the statement above.
______ No, I do not agree to the statement above.
We will not use the video or images submitted, or any other information you provide,
for any other purpose outside of HCS.
Name (please print):
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Play 6: How to Create Do-It-Yourself (DIY) Video and Audio Materials
13
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Chi, C. (2018, April 18). How long should your videos
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Patel, S. (2016, May 17). 85 percent of Facebook
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