Berlin, 23 October 2007 – In the context of the information campaign “For Diversity. Against Discrimination.“ and the “European Year for Equal Opportunities for All 2007”, MEDIA CONSULTA co-operates with MTV, the worlds largest youth channel to launch an EU-wide creative competition for young people. A 30-second advertisement spot marks the competition’s kick-off. First broadcasted on 22 October 2007, the ad calls on viewers to enter visual artwork - including photos, videos and collages - on the theme of diversity and equality. The entry period for the contest will run until 8 December and the winner will be announced on 17 December 2007.

Besides the production of the TV spot, the international agency network MEDIA CONSULTA is responsible for the organisation and implementation of the competition and the accompanying press work. The EU-campaigns „For Diversity. Against Discrimination.“ and the “European Year for Equal Opportunities for All 2007” aim to raise awareness on the European legislation on equality and the fight against discrimination. These laws ban discrimination on a range of grounds, including gender, age, religion, sexual orientation, ethnic origin and disability.

The ad is broadcasted in 12 EU languages and in more than 40 countries.
It opens with a face whose parts, head, mouth and nose, change rapidly to show people of different origins, religions, ages, abilities and sexual orientations, thereby highlighting the diversity of the human race. It then moves on to show a number of young people creating artwork – all set against a bright, white backdrop.  A voiceover invites viewers to enter the competition and be in with the chance of winning a 4.000 € trip for two to a European city of their choice.

As part of the competition, a DiverseCity webpage has been launched on www.eudiversity.com.  Here visitors can upload their artwork, create their own online identity and promote their favourite entry during an online voting from 9 until 16 December.  A selection of the best entries will be used in awareness-raising initiatives throughout the EU.