In the final stretch leading up to the election, former President Donald Trump’s campaign has launched an aggressive advertising offensive targeting transgender rights. With tens of millions of dollars poured into ads that many view as inflammatory and divisive, transgender individuals, their families, and allies are expressing deep concern over the potential impact on their community.
Since October 1st, the Trump campaign has spent over $19 million on two television ads focusing on transgender issues, airing nearly 55,000 times, according to data from AdImpact. Make America Great Again Inc., the primary super PAC supporting Trump, has added more than $1.1 million to this effort, with their ad airing over 6,000 times in the same period.
One of the most prominent ads concludes with the line, “Kamala is for they/them. Trump is for you,” juxtaposing Vice President Kamala Harris’s perceived support for transgender rights against Trump’s stance. The ads feature images of Harris alongside transgender members of the Biden administration and scenes from popular media, aiming to evoke strong reactions from viewers.
“It’s hard to believe, but it’s true,” the narrator states. “Even the liberal media was shocked. Kamala supports taxpayer-funded sex changes for prisoners and illegal aliens.”
Michael Tyler, Harris’s communications director, refuted the ad’s claims, telling Fox News in September, “The answer in the questionnaire is not what she’s proposing or running on.”
A Strategic Political Move
Trump’s co-campaign manager, Chris LaCivita, has been candid about the campaign’s intentions. “It’s the last thing on Earth they want to talk about,” LaCivita told NBC News. “So we’ll talk about it for them.” The campaign appears to be banking on reigniting cultural divisions, hoping that the focus on transgender rights will resonate with certain voter demographics and distract from other pressing issues like the economy and immigration.
Cameron Shelton, a political economy professor at Claremont McKenna College, offered insight into this strategy. “[Republicans] are trying to find an issue on which the majority is on their side,” Shelton said. “What they’re trying to say is, ‘Hey, look, forget about these other things that we disagree on. If I can remind you that you agree with me on transgender rights… then maybe that’ll spill over.'”
However, recent polling data suggests that transgender rights may not be a top priority for the majority of voters. A Gallup poll from 2023 indicated that only 38% of voters considered transgender rights extremely or very important to their vote choice in November. While there’s a growing majority who believe transgender athletes should compete on teams matching their gender assigned at birth, issues like the economy, abortion, and immigration remain the primary concerns for most voters.
Cornell Belcher, a Democratic pollster and author, believes that such tactics may not resonate with key voter demographics. “It is effective with about 46% of the electorate,” Belcher noted. “But the voters Trump most needs… will not be swayed by this.”
Impact on the Transgender Community
For transgender individuals, their families, and allies, the aggressive focus on transgender rights in political advertising is more than a strategic campaign move; it’s a direct challenge to their identity and rights. Many in the community feel targeted and marginalized by the ads, which they believe perpetuate misinformation and foster hostility.
“These ads are not just political strategies; they have real-world consequences for transgender people who are already facing discrimination and violence,” said Kelley Robinson, president of the Human Rights Campaign, an LGBTQ+ advocacy group. “What they’re banking on is that lack of familiarity to create fear, and that is an old strategy of divisiveness that they’ve used on communities for centuries.”
Brandon Wolf, spokesperson for the Human Rights Campaign, echoed this sentiment. “Anti-trans attacks don’t work,” he stated. “Time and time again this kind of fear-mongering has been a political loser, and the American people will see through it again in November.”
Political analysts have drawn parallels between these ads and past political strategies that exploited societal prejudices. Tali Mendelberg, author of “The Race Card: Campaign Strategy, Implicit Messages, and the Norm of Equality,” compared the ads to the infamous Willie Horton ads of 1988, which played on racial fears to sway voters.
“There is nothing subtle about this ad,” Mendelberg commented. “These ads could further stigmatize people who are often subjected to severe discrimination.”
Trump’s use of divisive rhetoric is not new. His previous campaigns have included inflammatory statements about immigrants and minority groups. Many people consider this most recent focus on transgender people to be a continuation of that pattern.
The Human Cost of Political Rhetoric
Beyond political calculations, the aggressive targeting of transgender individuals in campaign ads has profound personal impacts. Transgender youth, in particular, are vulnerable to the negative effects of such public discourse. Studies have shown that transgender youth are more likely to experience mental health challenges, including higher rates of suicide attempts, especially when they live in environments that are hostile or unsupportive.
“This kind of rhetoric doesn’t just stay on the screen; it filters down into schools, workplaces, and communities,” said Dr. Laverne Johnson, a clinical psychologist specializing in LGBTQ+ issues. “Transgender individuals already face significant hurdles, and these ads can exacerbate feelings of isolation, anxiety, and fear.”
Jessica Reed, a 25-year-old transgender woman from Ohio, shared her personal experience. “I’ve had strangers shout at me on the street, telling me that people like me don’t belong,” Reed recounted. “It’s scary and disheartening, especially when this kind of hostility seems to be encouraged at the highest levels of politics.”
Responses from the Transgender Community and Allies
In response to the ads, transgender individuals and advocacy groups have mobilized to counteract the negative messaging. Social media campaigns, community gatherings, and educational initiatives aim to raise awareness about transgender rights and the importance of inclusivity.
“We are resilient, and we will not be silenced by fear-mongering tactics,” said Alex Martinez, a transgender activist and founder of the TransUnity Coalition. “Our lives are not political pawns. We deserve to live authentically and without fear.”
Allies play a crucial role in supporting the transgender community, particularly in times of heightened scrutiny and attack. Families, friends, and organizations have been stepping up to offer support and counteract negative messaging.
“Allyship means actively standing up against discrimination and misinformation,” said Linda Perez, founder of Parents for Transgender Equality. “It’s about educating ourselves and others, advocating for inclusive policies, and showing unconditional love and support to transgender individuals.”
The Broader Context of LGBTQ+ Rights
The focus on transgender rights in political advertising comes at a time when LGBTQ+ rights are a contentious issue in many parts of the country. Legislative efforts to restrict access to gender-affirming healthcare, limit participation of transgender athletes in sports, and control the discussion of LGBTQ+ topics in schools have been on the rise.
“These ads are part of a broader attempt to roll back the progress we’ve made in LGBTQ+ rights,” said Sarah Thompson, legal director at the National Center for Transgender Equality. “We must remain vigilant and continue to advocate for policies that protect and uplift transgender individuals.”
Potential Backlash and Future Implications
Some political strategists warn that the focus on anti-transgender messaging could backfire. There’s concern that the emphasis on divisive social issues could alienate moderate voters who are more concerned with economic policies, healthcare, and other pressing matters.
“Weaponizing transgender rights may rally a segment of voters, but it can also galvanize opposition and lead to broader social and economic repercussions,” noted political analyst Dr. Mark Hernandez.
Joshua Cohen, a political commentator, pointed out that similar tactics have failed in the past. “Transphobia has generally not been a winning issue for Republicans,” he wrote. “It’s not necessarily that people overwhelmingly back trans rights; rather, it’s that for most people, it’s just not a voting issue.”
Legal Perspectives and Court Decisions
The ads also touch on complex legal issues surrounding transgender rights, particularly in the context of incarceration and access to healthcare. Harris’s past support for ensuring transgender prisoners have access to gender-affirming care, including surgical procedures, is framed negatively in the ads.
However, several courts have determined that denying medically necessary treatment to incarcerated individuals violates the Eighth Amendment’s prohibition against cruel and unusual punishment. Legal experts point out that major medical organizations recognize gender-affirming care as necessary and life-saving for many transgender people.
“These are not radical policies but reflections of established legal and medical standards,” explained Attorney Rachel Simmons, who specializes in civil rights law. “Misrepresenting them in political ads does a disservice to the public and undermines informed discourse.”
Looking Ahead: The Role of Voters
As election day approaches, the power ultimately rests with the voters. Advocacy groups urge the electorate to consider the broader implications of campaign messaging and to vote with compassion and understanding.
“This is a pivotal moment,” said Thompson of the National Center for Transgender Equality. “We have the opportunity to reject fear-based politics and to choose leaders who will work towards unity and progress.”
Voters are encouraged to educate themselves on candidates’ positions, not just on high-profile issues but on policies that affect marginalized communities.
The Bottom Line
The aggressive targeting of transgender rights in political advertising is a stark reminder of the challenges that remain in the fight for equality. However, it also highlights the resilience and solidarity of the transgender community and its allies.
“At the end of the day, we’re talking about people’s lives,” said Dr. Johnson. “Policies and ads that dehumanize or vilify a group of people have no place in a society that values equality and justice.”
Transgender individuals, their families, and allies are calling on politicians and the public to move beyond fear-based tactics and to focus on the real issues that affect all Americans.
“We deserve to be part of the conversation, not the scapegoats in a political game,” Martinez emphasized. “Our voices are strong, and we’re not going anywhere.”
In a time of heightened polarization, the hope is that empathy and understanding will prevail over fear and division. As voters head to the polls, the message from the transgender community is clear: choose unity over division, compassion over fear, and progress over prejudice.
Organizations like the Trans Lifeline and the Trevor Project offer resources and support to transgender people who are struggling as a result of recent political rhetoric. Allies are encouraged to stand in solidarity and advocate for inclusivity and respect.
