“Just Think 1st offers food for thought to a segment of society that has endured insurmountable hurt and in turn now manifests similar action on perceived threats. By introducing a self-empowering healing process delivered via popular culture, we the people will embark on this journey to emphasize individualized autonomy and the power of each individual to make choices that will sustain freedom and mitigate destructive behaviour.”

Just Think 1st is a multimedia marketing campaign designed to generate awareness throughout the city of Toronto around gun violence and the importance of urging individuals who by virtue of lifestyle and or lack of conflict resolution skills have a heightened propensity to resort to gun violence as a solution to a problem or challenge.