Mural Contest for Kids

Que Rica Vida mural contest honors and celebrates the vitality and richness of America?s Latin culture

Published on LatinoLA: September 2, 2006

Mural Contest for Kids

Siqueiros, Orozco. If your child has ever dreamed of following in the footsteps of Latin America?s greatest muralists, this could be their chance.

General Mills Corporation and Los Angeles? Lucille Beserra-Roybal Youth & Family Center today announced the launch of a joint, community-wide mural contest for kids ages 8-15. Titled Que Rica Vida, the mural contest is meant to honor and celebrate the vitality and richness of America?s Latin culture by focusing on three key aspects of everyday life education, health and wellness and meal occasions as seen through the eyes of Hispanic youth. As part of this partnership, General Mills will donate $10,000 and several sets of Lexicon Marketing?s ?Ingl?s sin Barreras? English-learning kits to The Lucille Beserra-Roybal Youth & Family Center, in order to enrich its existing community-based programs and services.

?We are very happy to partner with General Mills on such a worthwhile project and call on the entire community to support it,? said Ozzie Lopez, Executive Director of The Lucille Beserra-Roybal Youth & Family Center. ?Projects, such as these help spark our children?s sense of wonder and reinforces healthy pride in their heritage.?

Area youth are being asked to submit drawings, painting or sketches as well as a brief essay - on an 8.5 x 11? piece of paper celebrating their Latino culture as it relates to one of the contest?s three themes. The entries will be judged in December by a panel of community leaders, including several from the art establishment. Three entries, one in each category, will be awarded $300 and used by a team of local young artists from The Lucille Beserra-Roybal Youth & Family Center to design a mobile message mural that will be unveiled and exhibited at a prominent Los Angeles location, in March.

Entry forms and rules for the mural contest will be available at participating retailers and at The Lucille Beserra-Roybal Youth & Family Center, located at 213 E. First Street, Suite 305, in Los Angeles. They can also be requested by telephone at 1-800-932-2257.

The Que Rica Vida mural project is being led by internationally renowned Latino artist Xavier Cortada (pictured). A resident of Los Angeles, Cortada has exhibited his work in museums, galleries and cultural venues around the world, and has created art for the White House and the World Bank, among others. Well-known for his collaborative public art, he has worked with groups across four continents to produce numerous large-scale murals and community art projects, including International AIDS Conference murals in Switzerland and South Africa, and peace murals in Northern Ireland and Cyprus.

?This unique and exciting mural contest offers Los Angeles? Latino children a way to express their creativity while celebrating their rich and wonderful lives as proud Hispanic-Americans,? said Ursula Mej?a-Melgar, General Mills? Hispanic Marketing Manager. ?As a company, General Mills is proud to help bring to life this program, which sends such a positive message to the entire community.?

The mural contest is part of a broader, national, General Mills initiative, which bears the same name: Que Rica Vida will use various media including a free magazine and a web site, to provide first-generation Hispanic moms with tips and solutions for navigating through the challenges associated with adapting to their new lives in America.

From learning the workings of the American educational system to adapting
Hispanic mealtime traditions to the realities of more hurried, modern lifestyle, and keeping their family healthy and fit, Que Rica Vida aspires to be an informational resource for Latinas. Teams from General Mills will be present at hundreds of Los Angeles retail locations throughout the coming months distributing the magazine, and talking to consumers about this program.

The Lucille Beserra Roybal Youth & Family Center is a comprehensive information and referral service arm of the City of Los Angeles Community Development Department, servicing the Boyle Heights and East Los Angeles Communities, and funded by the Department of Housing and Urban Development. The center houses a variety of social service agencies that deal directly with issues concerning these communities.

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