Canvas UGC creator for a sobriety support app

Creator Brief

About the app

The app is a sobriety support tool that helps people build steady routines, stay engaged with their support networks, and be noticed when challenges arise.

Recovery can be difficult to navigate alone. The app is designed to make the journey a little more gentle and a lot more connected by helping people create consistent habits and maintain meaningful connections with the people who support them.

The recovery toolkit includes tools for daily engagement, accountability, connection, and support throughout the recovery journey.

Our core idea is simple:

Connection is the key.

What you'll do

Create authentic short-form content introducing the app to people who are sober, sober-curious, in recovery, or supporting someone in recovery.

We're looking for content that feels like something you would naturally share with your audience—not a traditional commercial.

Content formats

Short-form vertical video suitable for TikTok, Instagram Reels, and similar platforms.

Strong content might include:

• Talking directly to camera
• Personal stories or observations about sobriety and recovery
• "Something I wish I'd had..." storytelling
• Demonstrating or talking through the app and how you might use it
• Conversations about accountability, routines, connection, and support
• Relatable recovery situations or challenges
• Hooks that create curiosity before introducing the app

Whenever possible, show the app rather than simply describing it.

Hooks & angles

We encourage creators to find their own voice. Some starting points:

• "One of the hardest things about getting sober isn't what people think..."
• "If you're trying to stay sober, this is something worth knowing about."
• "I wish something like this existed when..."
• "Recovery gets a lot easier when you're not doing it alone."
• "Here's an app I recently found for people in recovery."
• "If someone you care about is getting sober, here's one way you can support them."
• "This isn't another sobriety counter..."

You do not need to use these exact words. In fact, we'd rather you didn't. Use language that feels natural to you and your audience.

Posting frequency

Create and post 5 videos per week during the campaign.

We encourage experimentation. Try different hooks, stories, formats, and angles rather than making five versions of the same video.

What we'll provide

We'll give creators:

• Access to the app
• Product information and key talking points
• Brand assets and app visuals when useful
• Guidance on features you may want to highlight
• Feedback on content when needed

We generally won't provide word-for-word scripts. Your audience follows you because of your voice, and we want the content to sound like you.

Important content guidelines

Recovery is personal, and we want app content to treat it that way.

Please:

• Be supportive and non-judgmental.
• Speak from your own experience when discussing recovery or sobriety.
• Avoid suggesting that there is one "right" way to recover.
• Avoid shaming people for relapse, cravings, or struggles.
• Don't present the app as a replacement for treatment, therapy, medical care, AA/NA, or other recovery programs.
• Don't make medical or treatment claims.
• Don't promise that the app will prevent relapse or guarantee sobriety.
• Respect the privacy of other people in your recovery story.

You don't need to pretend you've personally used the app in recovery if you haven't. Authenticity matters more than endorsement language.

How we work together

We want this to be a lightweight creator partnership.

Creators have freedom to develop their own concepts within the campaign guidelines. We may provide feedback if something is factually inaccurate, makes an inappropriate health or recovery claim, or doesn't meet the basic campaign requirements.

Communication and campaign updates will take place through Viral.

Creators are compensated according to the campaign terms shown in Viral. Eligible content must meet the campaign requirements and remain publicly available for the required campaign period.

Our goal is to find creators and creative ideas that resonate. Strong-performing creators may be invited to produce additional content or participate in future campaigns.