Bus shelters will force people to think about everyday racism against black Torontonians.

Ads in shelters are part of an awareness campaign by the City of Toronto and Ontario Council of Agencies Serving Immigrants (OCASI), following controversial ads in the summer that targeted Islamophobia.

One of the new ads shows the faces of a black man and a white man. “Quick, hire one” it says, adding: “Anti-black racism happens here. Let’s confront it.”

Another shows the faces of a black woman and a white woman. “Quick, rent to one,” it urges the viewer.

Debbie Douglas, OCASI executive director, said that, while Toronto celebrates its diversity, she and others routinely experience racism. The ads are meant to make people think twice about their assumptions based on skin colour, she said.

“Black people continue to face marginalization, discrimination and racism when it comes to employment, housing, access to services, and in many other areas of daily life,” Douglas said. “It’s essential for us to create a ‘Toronto For All’ that dispels any form of discrimination and racism and provides equal opportunities for all our residents.”

“Toronto is not a racist city,” Michael Thompson, city council’s only black member, told a news conference Tuesday. But systemic racism against black Torontonians exists and we can’t end it if we don’t name it, he said.

Mayor John Tory predicted the ads will be controversial, and he said that’s okay if it makes people think about the issue.

Similar ads in June showed a young white man squaring off against a young woman in a head scarf.

“Go back to where you came from,” he says. “Where, North York?” she replies.

Those ads, meant to educate people before the arrival of Syrian refugees, sparked debate including allegations they pitted Torontonians against each other instead of trying to bring them together.

The new ads — roughly 50 posters and 75 digital signs — are appearing until Nov. 27.