To show its support for the Toronto Pride Parade, Canadian telco Fido has released a campaign that puts people's perceptions of sexual and gender identity to the test.
The video watches as groups of people sit down to play a game of Heads Up and things soon get uncomfortable when the cards read 'Gay', 'Lesbian', 'Transgender', 'Homosexual'.
Following the game, the players sit and reflect on their reactions to the cards and how they answered them with the idea being to show that no matter a person's sexual or gender identity, they're still a person.
When one player points out that 'gay' is the best way to describe people of that sexuality, another quickly jumps in to say 'people' is the best descriptor, before another player asks how many years will it take for a card with "homosexual" written on it not to generate a response of laughter.
The video was shared on YouTube alongside #GoGetProud, which has been used by the telco in all of its Pride Parade related posts, including a live stream of the parade.