Its 2017. Donald Trump is driving a wedge between ordinary Americans. Syria is locked in a deadly Civil War. And nationalism is making a comeback across the globe as the wealth gap continues to widen. It might seem more than a little bit naive to think that art can make a difference in times like these. But not to the founders of Creative Armenia, a new hybrid non-profit production company which intends to prove that art can indeed change the world--though not in the way most people expect.

At a May 2 launch Gala hosted by the UCLA School of Theatre, Film and Television, Creative Armenia announced its first Creative Challenge, titled The Art of impact: Focus your lens on a human rights story that matters to you, says Oscar-winning director Terry George (Hotel Rwanda and The Promise), in a short online video addressing filmmakers across the world. You have 60 seconds to show it to us. You can use some music, but no dialogue please. The winners will receive a $5,000 cash prize and opportunities to network with industry professionals.

It seems like a concept perhaps too broad or simple. But dont be fooled. After speaking to founder Garin Hovannisian and Vice President Alec Mouhibian it doesnt take long to realize that their project is no mere exercise in agitprop, or the kind of self-righteous sentimentality that typically passes for social impact entertainment. (The two colleagues also co-wrote and directed the suspense-ridden 1915 The Movie , a mystery set 100 years after the Armenian Genocide.)