On Wednesday, August 31, 2016, Jesse Lipscombe was the victim of a verbal racial attack in Edmonton, Alberta, Canada, while he was shooting a PSA for the city downtown. The attack was caught on camera and the video quickly went viral. Jesse was hurt by the incident, and disappointed that this kind of racism continues to exist in our city. But he was even more struck by the amount of love and support he received from his community, the entire country, and even the Prime Minister, Justin Trudeau. Ultimately, he decided to turn a negative incident into a positive.