It's about not using biased language, using more gender neutral language, not using slurs. Keep in mind this is Saskatchewan, people in smaller cities and towns regularly use slurs and are very homophobic/transphobic, profile customers for shoplifting when they are not, etc. The plan is to spread awareness and keep businesses accountable so they can encourage employees to use better language and be more informed about issues. There was a safe spaces campaign in another province where someone was physically assaulted in the street, they were able to go into a business with a decal and employees had a list of resources to call to refer the victim to and help them call emergency services. Lots of different situations like this that the campaign can be beneficial for.