Video contest asks “What does diversity mean to you?”

The human rights organization¬†Breakthrough has launched a contest called “I AM THIS LAND,” asking people to create videos saying what diversity means to them. Prizes include $2,500 in cash, Guitar Hero games and a one-day internship at SPIN Magazine. The contest launched with a slick website and a pair of videos from Sharon Jones of the Dap-Kings and Michael Urie from Ugly Betty.

To enter, all you need to do is make a video that includes the words “I am this land” and upload it here. ¬†Judges include the publisher of SPIN and the head of social responsibility at MTV.

The contest has been planned for several months, but serves as a timely reaction to well-publicized bullying incidents and the debate over the proposed mosque near Ground Zero.

User-generated video contests can be hit or miss, and seldom spur the sort of groundswells and viral frenzies that happen organically on YouTube all the time. But the message behind I AM THIS LAND is one that clearly has some momentum right now. Just look at the ¬†“It Gets Better” videos that celebs, the president and ordinary citizens have been making to console gay teenagers who are getting picked on. They’ve collectively been viewed over 2 million times.

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