A Gen Y Take on the “Film Your Issue” Competition

By Emily Verkruyse

The Film Your Issue competition, in its 5th year, is looking for solution-project ideas to front-burner issues from young adults 14 to 24 in a 3-minute video format, with accompanying one-sheet description.

The new Issue Song competition is looking for original 3-minute songs using the power of music to illuminate front-burner issues.

We see ourselves at the critical nexus of digital video media, user-generated-content, the internet, social networking, public service and activism – specifically geared to millennial youth 14 to 24.

-From the Film Your Issue Website

I’d like to begin by clearly stating that I think “Film Your Issue” is a good program. Gen Y loves creating content and sharing online, and this contest capitalizes on the current popularity of online video. It also benefits from a strategic partnership with YouTube, the #1 online brand as ranked by video streams.

The program has been able to secure some pretty awesome individuals on the jury. Tom Brokaw. Jack Black. Yoko Ono. Deepak Chopra. And the competition has a history of influential, distinguished judges, including Barack Obama, George Clooney, and Anderson Cooper.

Most importantly, the competition brings awareness to social issues using a medium with which Gen Y is extremely comfortable. So, yes — I think the competition is good — but I do have a few concerns.

My first concern is regarding the set age limits. When first researching this program I mentioned it to a Gen X friend. He thought it was such a great idea that he expressed interest in participating. Hearing the unfortunate news that that contestants must be between the ages of 14 and 24 was a real buzzkill. I understand the reasons for the limitations, but I’m not convinced that this was the best move. As a marketer who always wants to maximize competition submissions, I generally adhere to the belief that limiting participation in any competition is a no-no.

Another concern is that the range of artistic and technical capabilities (and lack thereof) may result in a playing field that isn’t quite level. What if one contestant has an absolutely groundbreaking solution for a major problem, but he simply doesn’t have the technical skills to create a compelling video? I know that the What’s Your Issue Foundation will soon offer video tutorials for beginners, but as of now, this issue remains.

My greatest concern, however, is the application of the solutions. How will winning ideas be put into practice?

In terms of prizes and awards, the competition’s site advises that winners will receive the opportunity to privately present their solution to the Obama administration. Other prizes include an Apple iPod Touch, a trip to Los Angeles to attend the awards ceremony, and a presentation of the winner on iTunes and YouTube. These prizes are fine and dandy (and some are pretty cool!), but none of them will directly result in implementation of the winning solutions. I’m surprised that there are no sponsors offering the funding needed. How has this not been picked up on by socially-conscious corporations? The mainstream press? CNN? MTV? WTF?

When it comes to solving major world problems, ideas are great and essential, but in the end, it’s all about the benjamins, baby. And I think this is the key issue I have with the competition, as well as many other online social initiatives — it’s all talk, and no action.

In his blog Ingenioustries, Joel Kelly recently suggested that social media lowers the bar for doing good, in that it enables us to “participate” in a social movement via “small, inconsequential actions.” He claims that essentially we are “a generation of conspicuously compassionate, ‘passionate’ people who accomplish nothing.” Well, are we?

So overall, I would like to reiterate — this is a good program — but if there were actionable ways to bring the solutions presented to life, it could be great.