The campaign is part of the Scottish government's One Scotland project in an effort to reduce hate crime.
One letter reads:
"Dear transphobes, do you think it's right to harass people in the street? Right to push transgender people around in clubs? Right to humiliate, intimidate and threaten them online? Well we don't."
"That's why if we see you doing harm, we're reporting you. We believe people should be allowed to be themselves. Except if they're spreading hate."
"Yours, Scotland."
(In another letter, the country says it has a "phobia" of homophobic behavior.
"If you torment people because of who they love, shout word that we are not going to write, or use violence because you don't like who someone is holding hands with, you should be worried."
"If we see or hear your abuse, we're calling the police. That's because love lives in this country, not hate."
"Yours, Scotland."
(One Scotland's website describes the organization as one that aims to continue building an inclusive society while recognizing the significant strides made so far towards equality.
"One Scotland embodies the inclusive society we want in Scotland, where equality and human rights are respected and every individual and minority group feels valued."
The website defines hate crimes as abuse that "can be verbal or physical and has hugely damaging effects on the victims, their families and communities, and we all must play our part to challenge it."
"Police Scotland takes hate crime very seriously. In the last year there were over 5,300 charges of hate crime reported to the Procurator Fiscal in Scotland1."
"However, there are many more incidents that go unreported. We all have a responsibility to report hate crime if we witness it – it's the only way we can challenge it, and put an end to it for good."
Justice minister Humza Yousaf is familiar with being a victim of a bigotry and is encouraging people to call out and report any incidents involving harassment.
"As somebody who has faced Islamaphobic and racial abuse over the years, I know how upsetting being a victim of hate can be. Hate crime and prejudice are completely unacceptable and we are absolutely committed to tackling it."
"We all have a role to play in stamping out prejudice and I would ask anyone who witnesses a hate crime to play their part and report it. Justice agencies such the police and Crown Office will deal sensitively with reports made and people should have confidence in how they will be treated. Last year there were over 5,300 charges of hate crime reported to the Procurator Fiscal in Scotland but there are still many incidents that are going unreported."
Henrietta Mochrie identifies as transgender and has been the victim of repeated harassment and abuse. She emphasized the importance of speaking out against the hatred.
"I'll often get street harassment, sometimes this has escalated to the point where I've been followed by people shouting abuse at me, just because of who I am."
"It makes me feel really down and scared to leave the house. It's important that if you witness hate crime that you report it to take a stand against hate."
One Scotland's ad campaign officially launched on Wednesday.
Hopefully, it won't take too long before other nations follow suit in this bold, yet necessary fight for equality.
H/T - OneScotland, PinkNews, Twitter
Twitter user @Rich_Cooper stated:
"Dear feminists. You either get equality or chivalry. You can't have both."
One user responded:
"I'll take equality. I don't need special treatment."
Cooper's rhetorical question did not go over so well. Both women and men expressed their disdain for his message.
One male user observed that chivalry was irrelevant and treating everyone with kindness and respect was compulsory.
"What people care about is caring, empathic [sic], considerate, thoughtful people, NOT whether THEIR door is held for them or THEIR meal is paid for them."
"Are there gender stereotypes in het[erosexual] dating? Sure. But that's separate from being a warm, giving, caring, grounded person."
Some women got right down to the point.
The notion of chivalry and equality are mutually exclusive and not a lot of people thought it was a major priority for feminists.
Common courtesy is not chivalry.
This user pointed out the fact that chivalry stems from a history of men outdoing other men. The concept had very little to do with women.
"Chivalry is a medieval concept of men dressing to impress other men. It has little to do with equality."
"Some men were on top, other men were beneath them. Historically, women were rarely invited into the process."
Neil Bradley described the outdated concept of chivalry as one that implies men being superior to women in a September 8, 2017, article for Medium publications.
"Examples: opening the door for a woman, paying for a woman's meal, gesturing for a woman to go first. The justification is either that women are not physically as strong (to open the door), able to provide (pay for their own meal), or are more deserving of compassion than men (allowing women to go first)."
Bradley also added that he wants to treat others the way he wants to be treated and asked if that approach should be motivated by chivalry or equality.
"If the genders are to be considered equal and treated equally, how a man treats a woman will essentially be the same as how a man treats a man."
"The obligation to open the door, pay for the meal, and let women go first vanishes. Men do not do this to other men, therefore why do it for women?"
His final take was that the two concepts can't co-exist. Either one is chivalrous or treats everyone as equals.
At the end of the day, people were happy to show chivalry the door.
H/T - GettyImages, Twitter, Indy100, Medium