Toronto Police Officer Luke Watson dyed his hair a bright pink color on Wednesday, in an effort to show solidarity and take part in this year's worldwide antibullying campaign, the International Day of Pink.
Watson's striking, neon-colored transformation was documented by fellow Toronto policeman Ryan Willmer on Twitter, with Watson promising that if the photo garnered 1,000 retweets, he would don the hot pink tresses for an entire week. The picture promptly went viral, racking up more than 5,000 retweets as of this writing.
"I didn't think such a simple gesture would become such a big thing, but it has brought awareness and opens up discussion," Watson told Yahoo! Beauty of the positive response he's been getting for his rosy locks.
Proving he's a man of his word, Watson has been documenting his neon-tinted workweek and the positive reaction he's received on his Twitter account:
According to the campaign's official website, Day of Pink's aim is to "celebrate diversity and raise awareness to stop homophobia, transphobia, transmisogyny, and all forms of bullying." The event was founded in Canada after two straight Nova Scotia high school students intervened when they saw a gay student getting bullied for wearing a pink shirt.
"I work closely with the schools, and you see the kids that are happy and the kids that have something on their mind," Watson told Yahoo! "People can be bullied at any point in time. I want people to be aware of the fact that people might be hurting, and to really see if they can help somebody."