A nationwide three-month video contest launched in 2010, I Am This Land called on young Americans to use their vivid imaginative capacity to illuminate and celebrate the power of diversity, pluralism, identity, gender and sexuality, immigration, and racial justice. The contest was publicized with a coordinated, partner-drive campaign of animated mini-videos, celebrity PSAs, and social media, ultimately bringing the message of the contest to tens of thousands of people. Visitors to iamthisland.org voted to select the top ten videos; in early 2011, a distinguished panel of judges representing the music industry, youth, and feminist advocacy chose the video they believed most enthusiastically and effectively brought to life the value of diversity.