In the wake of a divisive election in the US, harmful legislation in Alberta being introduced, and several companies publicly pulling back their DEI initiatives; it’s tempting to feel defeated. The attacks on the LGBTQ+ community weren’t just part of the conversation—they were weaponized as central to a platform that unfortunately won over some voters. For those of us at the You Can Play Project and for everyone who believes in the power of inclusion, it’s a bitter pill to swallow but more importantly, a vital call to refocus our message and hone our mission. We cannot afford despair. Instead, we must regroup, rethink, and recommit to a fight that is far from over.
What this election revealed is that inclusion messaging hasn’t resonated with key segments of the population—the independents and the "Big Middle" of the USA and Canada. These are people who are not inherently hostile to inclusion but who are swayed by narratives that frame our efforts as radical or at odds with their values. To win the hearts and minds of these folks, we must adjust our approach without compromising our principles.
The Power of Shared Values
At its core, the You Can Play Project is about fairness, dignity, and belonging—values that transcend political divides. Yet, in today’s polarized landscape, these universal principles are often drowned out by sensationalism. It’s our responsibility to cut through the noise by focusing on shared values.
Americans and Canadians believe in the right to work hard, succeed, and live freely without discrimination. They support fairness on the field and in the workplace, where merit—not prejudice—determines opportunity. By grounding our advocacy in these widely held beliefs, we can forge connections with those who feel disconnected from or wary of our cause.
A key to this connection on values is the 'safety' aspect and its differing definition. Many people think they were protecting their sons and daughters by voting and advocating against trans athletes in sport. We must speak to these parents and educate them on the true issues in sport and the importance of ensuring every athlete has a home and is safe both on the field of play and also off the field in team spaces--including those we may not personally know or understand. Safety means many things in sport, and must include the safety to be yourself in your sport.
Moving from Conflict to Conversation
One of the most damaging narratives pushed by opponents is the idea that inclusion comes at someone else’s expense, that including someone new means I get less. Whether in debates about transgender athletes or curriculum in schools, fear of loss—of fairness, of tradition, of control—fuels resistance.
We must reframe these conversations to emphasize how inclusion strengthens communities rather than dividing them. This means elevating the voices of allies: parents who believe their children are better teammates and leaders because they’ve grown up alongside LGBTQ+ peers; coaches who’ve seen their teams thrive when every player feels valued; and businesses that have flourished because diverse perspectives spark innovation.
Our messaging has already shifted in recent years from reactive to proactive, and we must keep adjusting. Instead of defending against attacks, we highlight the countless stories of success and solidarity that inclusion has fostered. Instead of battling over definitions with intention to exclude, we must show the benefit of sport that welcomes every participant. Instead of only talking, we have to listen more to craft messaging, education and programs that inspire local coaches, parents, and mentors, to learn how to make a child that arrives on their field feel at home in sport.
Winning the Big Middle
Listening and improving our message does not mean watering down our beliefs or allowing hate in any form. It means framing our fight in ways that feel relevant to the lives of not just our community, but also to potential straight allies in sport. Economic stability, education, and safety are top priorities for many who swung this last election, and not the hate that we saw from a few loud voices. Let’s show them how inclusive programs and policies lead to stronger schools and workplaces, healthier communities, and better sports to play and watch.
If you can play, you can play. It’s a simple truth, but the work of making it real is anything but. Let’s recommit to that work—smarter, stronger, and more united than ever. What can you do? Sign up to be an ambassador, talk to your local coaches and teams about inclusion, tell your story, engage online about the importance of this movement.
We haven’t lost. We’ve learned. Now, let’s get back to the fight.
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