Quebec Stamps Out Homophoia Video PSA

Quebec has spent $7.5 million for the first of its kind in North America. The PSAs are relative subtle—not addressing blood-in-the streets, but rather more passive forms of homophobia and stereotyping. “We learned in our research that Quebec is viewed as open to sexual diversity,” said Martine Delagrave, who helped develop the commercials. “But homophobia still exists and it still exists in Quebec. Our idea for a first campaign was to shed some light, to have some awareness about how open we really are.”