Since the mid-1990s, there has been a seismic shift in attitudes toward gay and lesbian people, with a majority of Americans now supporting same-sex marriage and relations between same-sex, consenting adults. However, support for transgender individuals lags far behind; a significant majority of Americans do not support the right of transgender people to be free from discrimination in housing, employment, public spaces, health care, legal documents, and other areas. In this book, Melissa R. Michelson and Brian F. Harrison examine what tactics are effective in changing public opinion regarding transgender people. Michelson and Harrison, through their experiments, show that the most effective messaging on transgender issues meets people where they are, acknowledges their discomfort without judgment or criticism, and helps them to think about transgender people and rights in a way that aligns with their view of themselves as moral human beings.