A contest co-organized by the European Science Foundation has a cash prize sponsored by Nobel Prize winner Brian Schmidt (Physics, 2011) - the goal, make a better video than the EU's "It's a girl thing" video.

Now, I didn't see the big deal about the original but then again I am not the target market - American white guys approaching middle age tend to let things slide, all outreach is good outreach, etc.  That doesn't mean a whole lot of women didn't have a reason to be irked by it, but rather than just blowing up the blogosphere with indignant rage about the efforts someone else made and doing nothing, people are making a positive alternative and that is always a good thing.

Original video that caused the issue below and here then more detail on the new initiative is at Scientific American blogs: