The Minister of Justice in Canada’s province of Quebec has launched a campaign against homophobia, including television and radio ads attempting to help people become more open and accepting towards same-sex couples.

Bertrand St-Arnaud, Minister of Justice for Quebec, has launched the provincial government’s campaign featuring the commercials which aim to raise awareness of how comfortable viewers are with living, working and supporting LGBT people.

The campaign consists of two television adverts in French, and one radio spot in English. They all encourage viewers or listeners to ask themselves whether they are really open to sexual diversity.

Both TV adverts end with same-sex couples sharing a kiss, which is followed by the question: “Does this change the way you thought twenty seconds ago?”

As well as the adverts, the campaign includes a an interactive website which allows users to investigate different situations, and challenges the way the user looks at them. It contains resources for fighting homophobia, and information about different types of homophobia.

A recent poll of 800 Quebecers run by Global News found that 90% had no issue with homosexuality, however 40% did say they felt uncomfortable with same-sex couples engaging in public displays of affection.

In January, an advertisement for the University of Albertaʼs Institute for Sexual Minority Studies and Services’s No to Homophobes campaign asks why the word “faggot” can be so casually used in society.