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TUCSON - It's the launch of a new community movement focusing on positive attributes in Tucson and people of all ages are chiming in.

Their kickoff was at 2nd Saturdays.

"I am TUCSON" is a campaign that organizers hope makes a lasting movement. The goal is to celebrate, unify and engage those who call Tucson home.

"I think it's going to be wonderful. Anytime that we can get community together just makes for a better time," said Cazlin Robins.

During its launch, organizers had community members create a tile for the mural that will be permanently displayed downtown on the corner of Stone and Broadway Blvd.

"It makes the city beautiful and let's everyone know that we're all kind," said Ciara Upson.

They can also purchase "I am TUCSON" t-shirts and create their own message at the interactive photo and video booth.

"They go on the website iamtucson.org, and they can talk about what they love about Tucson, and we go around and take pictures of people with their t-shirt on around town," said Jeff Ell of "I am TUCSON."

Many people are taking the message to heart.

"It's so easy to focus on the negative especially because of some of the general turmoil happening in Arizona where we are in sort of an awkward growing phase, but I'm excited that this specific project is very focused on the positive things happening in the community," said Lizette DeMars.