MTV on Monday will run a 12-hour block of its programming in black and white as part of a network anti-bias campaign, the network said Sunday.

Beginning at 9 a.m. tomorrow , MTV will air 12 straight hours of its programming in black and white, with every commercial block beginning with personal reflections on race from such personalities as Kendrick Lamar, Common, Big Sean, Ava DuVernay, David Oyelowo, Penn Badgley, Jordin Sparks, Pete Wentz, Sen. Rand Paul, Rep. John Lewis, Sen. Cory Booker and more, said the network.

The move is part of the network’s multiscreen-based campaign #The Talk – an expansion of its Look Different anti-discrimination initiative – that encourages its audience to have a candid conversation on race with family and friends, said network officials.

 In addition, MTV’s online, mobile and social platforms will encourage audience members to share their own reflections using the #thetalk and get involved through its Look Different website, LookDifferent.org. 

MTV will share many of the audience contributions on-air and online.

“Millennials believe strongly in fairness, but they can also find it difficult to talk openly about race – to be not simply ‘color blind’ but ‘color brave,’ said Stephen Friedman, President of MTV in a statement.  “Our audience is looking for a way to bring the national conversation on race into their homes and this campaign will give them a forum to express true color bravery.”