With today being Martin Luther King, Jr. Day, “MTV will kick off a 12-hour period in which all programming will air in black and white for the first time in the network’s history,” the network announced.

The release continues, “Every commercial block will begin with personal reflections on race from luminaries including 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.”

For example, here’s what Ava DuVernay, the director of the new film “Selma” has to say, in part, “To be color blind is not a thing I think that one should boast about. See color and celebrate it. See our differences and celebrate it. When someone says to me ‘I’m color blind, I don’t see color’, I’m thinking they’re missing out…”

Furthermore, the announcement noted that “On-air creative on MTV, MTV2, mtvU, MTV Hits, MTV Jams and a comprehensive editorial push across MTV’s online, mobile and social platforms will encourage audience members to share their own reflections using the #thetalk and get involved through the Look Different website, LookDifferent.org. MTV will share many of the audience contributions on-air and online.”