That's the slogan of a national movement that has recently gotten support from some ML teams like the Giants, Red Sox and now the TB Rays.
The project is designed to send support messages to young teens that may be dealing with negativity and bullying about gender and sex orientation issues.
The Giants were the first team to get on board and now the Rays will be involved and are in the process of putting together a message for the website itgetsbetter.org.