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January 5, 2010
For immediate release

Island Youth Encouraged to Create Their Own Video Heritage Commercial

Communities, Cultural Affairs and Labour

Wanted: eager, young, video producers. Building on the success of its “This Place Matters” campaign to raise heritage awareness of Prince Edward Island heritage places, the Department of Communities, Cultural Affairs and Labour has engaged the Island Media Arts Coop (IMAC) to run a heritage contest for young Islanders.

Applicants, ages 19 years and under, will be asked to produce a short video, using the “This Place Matters” theme, featuring a valued heritage place from their community. The winning entry will have the opportunity to work with video professionals from IMAC to produce the video to broadcast standard, as well as to receive a cash award.

Heritage Minister Carolyn Bertram noted that engaging youth in heritage is an important component of the department’s mission. “We have received very positive feedback on our ‘This Place Matters’ television commercials. We also know that we have an excellent level of talent among our young video artists. This contest brings them both together and engages youth in exploring community heritage.”

Corin McFadden, director of IMAC, said that this contest draws on the experience of IMAC in working with youth. “We have great contact with a large number of young artists. This contest gives them a real-life opportunity to conceive, plan, shoot, edit and produce something that can make a contribution to their community.”

Another “real-life” aspect to the contest is that it has a short time deadline. Applicants must complete the first part of the task and upload their videos to a website before February 7, 2009. The uploaded videos will then be voted on by the public before proceeding to the final selection.

“This Place Matters” is a television campaign under the Federal-Provincial-Territorial Heritage Places Initiative. The campaign features community residents talking about why particular heritage places matter to them. Current television commercials feature heritage places in Elmira, Wood Islands, Victoria, Rustico and Alberton.

Full details on the contest are available from IMAC at or by contacting Corin McFadden at 892-3131 or

Media Contact: Autumn Tremere
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