When the subject of race comes up, a lot of points of view present themselves depending where you stand on the issue. The History, past and current perceptions and lived experience all influence opinion. Liberty Science Center wanted to generate awareness of the exhibit “Race. Are We So Different? among college students to engage them to start a conversation.  A contest was created where student would develop a short video and then upload it to Youtube. We got the word out by, on campus wild postings, college radio and transit banners, all of which drove entrants to a microsite. Once the videos were uploaded they could view other entries and continue the conversation on Youtube and share them on other social sites as well. The winning videos were included in the exhibit where all visitors could see and commitment on them, which further added to the conversation. Prizes were structured as tiered scholarships. The results were over 3000 entrants.