Specifications include, but are not limited to: • Develop a 240 – 270 second video ad that can be cut out into shorter ads. o A substantial portion of the ad should both acknowledge existing beliefs and perceptions about the lake, while reframing them as positive. o It should also help to dispel myths and misperceptions no longer rooted in fact. o A portion of it should also promote the lake as a tourist destination. o A portion should also address how consumers can help the lake improve (e.g., by not washing fertilizers, herbicides, and other toxic waste products down storm drains). • The creative video ad should develop emotionally resonant themes, characters, phrases or language with the potential for virality. • These emotionally resonant elements are to be captured in images, graphics, fonts, etc. With the original source files provided to ULA in a format such that they can easily be used and reused for social media posts and static image or gif digital ads. • Develop at least 12 meme-able graphic images for use in social campaigns.