A new anti-homophobia campaign launched by the provincial government is asking Quebecers if they are really open to sexual diversity.

The government says the campaign is meant to ensure the full recognition of the rights of individuals who are a part of the LGBT (lesbian, gay, bisexual and transgender) community.

"Much remains to be done before social equality comes to meet the standards of legal equality," said Bertrand St-Arnaud, Quebec's minister of justice.

As a part of the campaign, a series of tv and radio advertisements follow same-sex couples going about their daily lives. The ads end with each of the couples sharing a kiss and then a question is posed to the audience: "Does this change the way you thought twenty seconds ago?"

The government also launched an interactive website that tells the stories of individuals with a range of sexual and gender identities, and asks viewers to honestly consider how comfortable they are with each scenario.

St-Arnaud said the campaign is meant to motivate Quebecers to question their personal thresholds of openness.

"This is the base for real and lasting change and for a Quebec that is more open and rich in its diversity," he said.

The campaign, which runs until the end of March, is one of the key measures of the Government Action Plan to fight against homophobia.