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.

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.

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.

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.

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.

I have a vision of a world where we don't continue down senseless paths, where we care for our fellow human as much as we care for ourselves. I believe the mere striving for such a world is in itself a part of the liberation, and a foundation for inner and global security.