Students who live in Glendale, La Crescenta, La Cañada, Burbank, Eagle Rock and Atwater Village are eligible.
Original content can be anything from a photo essay in Flash, to music videos, to a documentary. The stipulation is that the topic must be covered in less than two minutes.
"Challenging, yes, but certainly doable," said Elissa Glickman, general manager of Glendale Arts. "We live in a fast-paced world, and it takes a lot to hold people's attention. We want this campaign to have a broad, sweeping impact on the community, and in order to accomplish this, we wanted the videos to be viewed, thought about and appreciated. We feared that any longer than two minutes people could just tune out."
The Glendale Arts staff, in conjunction with its partners, Sedna Solutions and It Factory Media, conceived of the idea and developed the campaign.
"We as an organization have been toying with the idea for some time," Glickman said. "We often ask ourselves internally what this community would look like if we didn't have the Alex Theatre or if arts events and activities in general were not available. We obviously have our own theories, but we wanted to hear what other folks had to say.
"We decided to focus on the particular age group [16 to 24] because they are our future audience goers, and we wanted to see our city through their eyes. What are things that are important to them? What is their vision for the city? Why do they think that the arts matter? If we are arts administrators and artists are going to have longevity, we need to develop programming that not only values our artistic beliefs but appeals to future audiences."