Research states that we have a two-week window to act after being inspired by an experience, before the brain is compelled to move on. I have always thought that while some documentaries I have seen have educated me, they have failed to engage and drive me to act in support of the message.

In 1970, there were approximately 330,000 prisoners in the US. Today there are 2.3 million behind bars - more than any country in the history of the world. In 2009 alone there were 1.6 million drug-related arrests in the U.S. 1.3 million of these were for possession of drugs alone. Over half were related to marijuana. The forty-year war on drugs has cost $2.5 trillion.

Through social media, we can start a global conversation. This creates an army of advocates - the power really is in the hands of the viewers.

Even the best documentaries reach tens of thousands in their cinematic window. I believe that by launching online, we could potentially reach millions.

Drugs are available to those who want them. And where are those profits going? Into organized crime, [to criminals] who spend their profits on the destruction of whole societies.

If you have a drug problem, you should be sent to a doctor, not a jail cell.

How do you create a film that can reach millions of people and engage them in the subject? You have to take risks and try something new.