Quebec’s Minister of Justice, Bertrand St-Arnaud, is leading the provincial government's fight against homophobia. A new campaign features a series of commercials that challenge citizent to take stock of just how comfortable they are living, working, and supporting LGBT people.
The campaign features two TV commercials in French, as well as one radio commercial in English. It encourages viewers to ask themselves whether they are truly open to sexual diversity.
The TV ads conclude with same-sex couples sharing a kiss, followed by the question: “Does this change the way you thought twenty seconds ago?”
An interactive website was also created to give visitors a chance to examine different situations of individuals with a range of sexual orientations and gender identities, and to help them analyze their own attitudes toward the scenario. After responding to a series of hypothetical scenarios when someone might interact with an LGBT person, visitors can learn more about the different aspect of homophobia, and uncover available resources.
A phone survey of 800 Quebecers discovered that 90% said they had no issue with homosexuality, but 40% felt uncomfortable with same-sex couples being affectionate in public, according to Global News.