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Operation Prefrontal Cortex: Message to The Man Who Shot me


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2018 was Toronto's most violent year ever, with a 51% increase in homicides since 2017, and over 18,000 reported assaults. After being shot at his own New Year’s Eve party, famed Canadian director and producer, Julien Christian Lutz, (AKA Director X) wanted to send a message to the man who shot him in the form of love, not hate. Director X took the time to recover to think about what happened, what can be done, and how he could help solve this issue of violence in all its forms in communities all over Toronto. Together, he partnered with global experience agency Huge to help launch Operation Prefrontal Cortex (OP: PFC) an initiative to combat the increased gun and mass violence happening in Toronto. To launch the idea behind Operation Prefrontal Cortex, X delivered a compelling talk at TedX Toronto, followed by a visit with civic leaders such as Mayor John Tory to gain community interest. After creating a vision and the program, Huge volunteered to be the creative agency partner to help bring attention to Director X's initiative, and to create & establish a brand, craft a powerful narrative, and drive awareness in press and social media. The campaign is directed toward those affected by gun and mass violence, as well as those local community activists and change agents who could be inspired by what this program could do.

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