The city of Thunder Bay has rolled out a new anti-racism campaign on the International Day for the Elimination of Racial Discrimination.

Launched Wednesday, the campaign is called "Respect." It's based on a program already in place at Confederation College.

Ann Magiskan, who chairs the city's Anti-Racism Advisory Committee, is happy to see the campaign’s launch.

"Growing up in the city of Thunder Bay, I have been exposed to racism and discrimination as a First Nations person," she said. "I'd like to see a community that gets along with each other, so I think this is going to have a huge impact."

Businesses and organizations can sign up for the Respect program on the city's website.

Participants will receive a window decal to show they're on-board with the program.

Peter Collins, the Chief of the Fort William First Nation, said he supports and respects the goals of the campaign.

"Fort William signed on and we're very much in support of it," he said. "If we work together and change the future and make it brighter for each of our communities, the racial tension will go away sooner [rather] than later."