Patricia Oliver of Change the Ref: “30 Under 30 Honors the Lives Stolen by Gun Violence”

Gun violence is not only a public safety issue but a generational challenge that requires collective action, according to Patricia Oliver, co-founder of Change the Ref. Speaking at Latino US Day during Cannes Lions 2026, Oliver reflected on the panel “The Generation We Cannot Afford to Lose,” a conversation inspired by the memory of her son Joaquín, who was killed in the 2018 Parkland school shooting.

“This conversation means so much to me because I lost my son Joaquín,” she said. “I like to speak about him in the present tense.” Oliver urged audiences not to place the burden of change solely on young people.

“We cannot put all the responsibility on this generation,” she said. “Adults have to be part of the solution alongside them.”

She also celebrated Change the Ref’s success at Cannes Lions, where the organization earned two Bronze Lions for campaigns that raise awareness about the devastating impact of gun violence.

One of the winning projects, 30 Under 30, reimagines the iconic list by honoring 30 young people whose lives were cut short before they could achieve their dreams. Through a magazine format, the campaign tells the stories of the futures they never had the chance to fulfill.

The second campaign, The Stats, transformed World Cup stadiums into powerful visual memorials by filling them with red dots representing every person killed by gun violence in the United States over the past three decades.

For Oliver, the recognition demonstrates how creativity can help keep difficult conversations in the public eye while inspiring action.

Reflecting on her third year at Cannes Lions, she also expressed pride in the growing visibility of Latin American talent across the festival.

“Seeing so many Latino speakers and winners makes me incredibly proud,” she said. “It shows how much our community is contributing to the global creative industry.”