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