For Jesse Lipscombe, a fourth-generation Albertan, 2018 isn’t going to be business as usual.

In 2016, when the entrepreneur and actor was filming a commercial for urban transportation in Edmonton, he was faced with a random act of racism. Jesse responded to the incident by facing the vehicle full of perpetrators with — not violence — but peaceful dialogue. It must have been an awkward conversation when the vehicle full of men realized they were now faced with having to actually converse with a 6’3” 265lb athlete — not just a victim at a distance.

“What he did has given me and my city and the country an opportunity to talk about something that needs to be talked about,” says Lipscombe. “To me, this is bigger than me, and it would be selfish on my part to look the other way. There are countless victims in the streets, who were forced to walk it off, or turn the other shoulder. People are getting away with hurting others.”

Lipscombe didn’t know this was going to happen. It wasn’t the first time he’s experienced overt racism, but it was the first time that it was caught on camera — captured for the world to see. In an official statement, Edmonton’s mayor respected Lipscombe’s right to use the moment to take a political stance with the goal of making the city better. This was the start of a movement that gained national and international support: #MakeItAwkward.

Every movement in history comes with a portion of controversy. From Civil Rights to the Feminist movement, to the woman who ran the Boston marathon — and the iconic photo of men pulling her back — to the more recent #metoo movement. Change and changemakers stir up emotion and opinion on all sides.

The freedom of debate has always made our country a wonderful one to live in. But sometimes, when a movement is going in the right direction, naysayers get ahold of the microphone. They often mean well, but can create confusion for the community and the movement.

Jesse Lipscombe has been met with increasing controversy over his upcoming event, the #MakeItAwkard Inclusivity Summit. Some critics chose to focus on only the highest ticket prices — snowballing their gripe into news articles. But Lipscombe stands for so much more than the #yegticketgate controversy. The event prices range from $89, $99, $179, $299 — and yes, the infamous $445 — but it costs money to hold an event of this scale at a downtown hotel. Meanwhile, the movement is still very-much needed, and Lipscombe has gathered speakers, panel discussions, workshops and artistic performers to our city to tackle some very real social problems.

A number of prominent leaders, speakers, actors, athletes of various backgrounds are coming together and making it abundantly clear that discrimination isn’t just something they will brush aside…and it’s time we are all accountable, that we come together and… #MakeItAwkward.