By Kayla Morin
With analysts concerned this year may surpass 2005– "Year Of The Gun” for homicides by bullet in Toronto, the work we do as a community is what makes a difference.
Callowgrove Entertainment is proud to present “Always Another Option,” a PSA video created for the Just Think 1st campaign, aimed to end violence in the community, especially gun violence. RISE [Reaching Intelligent Souls Everywhere] will screen the video at their open mic event Monday September 19, 2016 in Scarborough; it's one of five PSAs commissioned for co-release as part of the campaign.
Directed by Chris Strikes for Urban Rez Solutions, a Toronto-based anger and change-management consulting firm headed by Farley Flex and Roderick Brereton, “Always Another Option” depicts a job-seeking young father with financial woes contemplating resorting to criminal activity before having a premonition of his future.
“So many people,” says Strikes, “they just don’t value their lives, and a lot of times its not their fault, but if I can present to them a way to find value in their lives –even if they feel their life ain’t worth (much)– just the fact that they can recognize that they mean something to someone around them, they may not know that.”
"Always Another Option" stars Jason Rochester, Rashaana Cumberbatch, Ayana Mckenzie, Daniel Hewko, Jenelle Ector, and Zulf Ali.
Screencap from Always Another Option
Strikes got involved with the project this summer in the climate of rage, sorrow and racial tension following numerous incidents of police gunning down unarmed black men in the United States, notably Alton Sterling and Philando Castile who were shot and killed on video, as well as fatal shootings in Toronto.
“All these things, they were really starting to get to me, and you know it was really frustrating because I didn't know what to do about it; so this opportunity came along and I was immediately down for it, like yeah, let’s do it! (Thank you to Sudz Sutherland for reaching out to me and putting me in touch with Urban Rez Solutions)”
Photos by Ramona Diaconescu
A multimedia campaign, Just Think 1st aims to promote the importance of urging individuals who may be enmeshed in a certain lifestyle and/or lack conflict resolution skills to #JustThink1st before resorting to gun violence.
“If you feel like your actions are insignificant because nobody cares about you,” says Strikes “that’s wrong– that’s what I wanted to convey with this PSA.”