Running a contest to to make a video (stop calling them viral please…) is pretty common currently, for all sorts of reasons, anti-DRM, Coke and Mentos, Chevy taho etc etc. They are being used more and more froma commercial aspect as a way for brands to engage with their consumers.
But here’s one for a slightly different reason. The UN World Food Programme, in the guise of fighthunger.org are asking for contributions of “a short video (no longer than 120 seconds) that sends the message that child hunger should end by 2015” which is one of the UN’s Millennium Development Goal. There’s some serious reasons behind this and some serious backing:
Everyone who enters is a winner because by sharing your creativity you’re joining our global movement to end child hunger by 2015. The overall winner will have the chance to visit and film a WFP School Feeding Project. The winning video will be used by Fight Hunger: Walk the World in their media campaign to end child hunger by 2015.
Nice to see the site (and the contest rules) licenced under Creative Commons; they’ve also done the sensible thing and not built themselves out a video site but are just using exisiting sites such as YouTube. A far better reason to be out making your own content than the usual brand competition.