Petition Closed

Quebecor was irresponsible, unprofessional, demeaning and discriminatory when it allowed a transphobic ad by the Institute for Canadian Values to be aired multiple times on their Sun TV during the month of October 2011 and printed in the Toronto Sun on October 2, 2011.

This ad promotes intolerance against people who might stand out from traditional male or female gender roles.  It falsely identifies an educational resource kit as ‘curriculum’ in order to purposely confuse viewers, incite anger and fuel fear.  The resource kit that is quoted was created to provide teachers with tools to decrease homophobic bullying & assault in school; to lower teen suicide rates; to recognize that there are many different kinds of families in Canada; to end violence against women by addressing the roots of sexism; to teach students that masculinity and femininity are different but equal; and that not everyone is going to fit neatly into the ‘boy box’ or the ‘girl box’.

The ad says these goals of safety, acceptance and equality are “corrupting children”. 

It encourages viewers to gather together and fight for a world filled with hate, hurt and permanent labels - a world where some people are more human than others.

And Quebecor provided a grand public stage for this hurt and hate.

Will Quebecor stand by founder Pierre Péladeau's statement that:
"We aren't just a big media conglomerate. First and foremost, we are a company that is committed to the community and to culture, run by people who want to make a difference."

Or is it a new era for Quebecor under his son, Pierre Karl Péladeau?  Is it an era when profit comes before people?  Is it an era when Quebecor has gotten so big it really is just one more mean, big bully media conglomerate?

Or is Quebecor still a company that wants to make a difference and create a world filled with justice, equality and hope?

Let's hope the circulation of this ad only represents the action of a small number of employees rather than a shift in Quebecor's commitment to community values

Our petition includes SEVEN STEPS TO HEALING AND HOPE that we hope Quebecor will commit to by December 5, 2011 so we don't need to implement our second phase of action. 

 

The TV ad can be viewed here at 0:59 VIDEO

The print ad can be viewed here PRINT

Letter to
Complains General Mailbox Canadian Broadcast Standards Council
National Chair, Canadian Broadcast Standards Council Ronald I. Cohen
General Complaint Mailbox Advertising Standards Canada
and 5 others
Regulatory Affairs Director
Vice President, Corporate and Institutional Affairs, Quebecor Media Inc. J. Serge Sasseville
Chairperson of the Board Quebecor Inc. Françoise Bertrand
Regulatory Office Quebecor Regulatory Office
Pierre Karl Péladeau - President and C.E.O of Quebecor Pierre Karl Péladeau
We, the undersigned, believe that Quebecor was irresponsible, unprofessional, demeaning and discriminatory when it allowed a transphobic ad by the Institute for Canadian Values to be aired multiple times on their Sun TV during the month of October 2011 and printed in the Toronto Sun on October 2nd 2011.

This ad promotes intolerance against people who might stand out from traditional male or female gender roles. It falsely identifies an educational resource kit as ‘curriculum’ in order to purposefully confuse viewers, incite anger and fuel fear. The resource kit that is quoted was created to provide teachers with tools to decrease homophobic bullying & assault in school; to lower teen suicide rates; to recognize that there are many kinds of families in Canada; to end violence against women by addressing the roots of sexism; to teach students that masculinity and femininity are different but equal; and that not everyone is going to fit neatly into the ‘boy box’ or the ‘girl box’.

The ad says these goals of safety, acceptance and equality are “corrupting children”.
It encourages viewers to gather together and fight for a world filled with hate, hurt and permanent labels - a world where some people are more human than others.

And Quebecor provided a grand public stage for this hurt and hate.

This hurt cannot be undone. But you can act swiftly to prevent further harm and help build a world where hate is quenched by hope.


FOR QUEBECOR - Seven Steps for Healing & Hope
WE ASK

AN INTERNAL INVESTIGATION to determine how this ad was approved for distribution and at what rate; we also recommend you assess the level of conflict of interest involved in this particular case. We assume that you will take the appropriate disciplinary action with the employee(s) involved.

A ONE YEAR MORATORIUM on publishing or circulating ads by The Canadian Christian College and its subsidiary organizations, specifically (but not limited to) the Institute for Canadian Values.

PROFITS FROM THE AD TO BE GIVEN to a registered non-profit in Canada or Ontario that promotes or provides services that improve the equality, safety, awareness and/or human dignity of trans, transsexual, transgendered, two-spirited or intersex people.

TWO HOURS OF FREE AD TIME for a registered non-profit in Canada or Ontario that promotes or provides services that improve the equality, safety, awareness and/or human dignity of trans, transsexual, transgendered, two-spirited or intersex people.

SENSITIVITY TRAINING for every employee in Quebecor and its subsidiaries who earn over $90,000 a year. The sensitivity training should be no less than 3 hours and should build awareness and sensitivity of trans, transsexual, transgender, two-spirited and intersex identities and experiences with the goal of building a long term capacity for equality and respect of diversity in your corporation.

A PUBLIC STATEMENT on Quebecor’s official position on the equality, human rights and safety of trans, transsexual, transgender, two-spirited, intersex, bisexual, lesbian and gay people in Canada and the world.

A CORPORATION-WIDE EQUITABLE PORTRAYAL AUDIT with a focus on gender and sexual identity. Using Section IV (General Principles) of the Canadian Association of Broadcasters Equitable Portrayal Code, you will examine the last 18 months of representation of trans, transsexual, transgender, two-spirited, intersex, bisexual, lesbian and gay people in your print, television and online media. We are confident that the audit will reveal gross misrepresentation and absences so the audit must include recommendations that are targeted, timely and measurable.


If Quebecor does not commit to implementing at least 5 of the 7 recommended actions above by December 5th 2011, we insist the below steps be taken. We will also be obliged to launch our second stage of action.


FOR THE CANADIAN BROADCAST STANDARDS COUNCIL
WE ASK FOR

A FAIR AND SWIFT RESOLUTION to our complaint that Quebecor, by running this ad and by its historic portrayal of trans, transsexual, transgender, two-spirited, intersex, bisexual, lesbian and gay people has violated the following Codes:

Code of Ethics
Clauses 2, 3, 13 (a) & (b), 14 (a) and 17

Equitable Portrayal Code
Section IV
Section VI, Clauses 2, 3, 4, 5, 6 and 7


FOR ADVERTISING STANDARDS CANADA
WE ASK FOR

A FAIR AND SWIFT RESOLUTION to our complaint that, by running this ad, Quebecor has violated the following sections of the Canadian Code of Advertising Standards:

Section 1 Accuracy and Clarity
Section 11 Superstition and Fears
Section 14 (a) discrimination (b) bullying (c) demeaning (d) undermining dignity