This meme is an excellent demonstration of "hateframing". An ordinary, innocent and completely uncontroversial statement - such as "All Lives Matter" or "It's okay to be White" - is falsely and deliberately proclaimed to be racist. Neutral phrases are framed as statements of hate.
SJWs will hateframe such neutral statements by saying "only racists say it", and using such inverted logic as "well, it's not racist to say, but only racists say it, so therefore, it's racist to say it" and commit the cardinal sin of all scientific reasoning. Hateframing is the domain of point-scoring, never truth-seeking or sound reason.
It's tactically advantageous for SJWs to hateframe such statements because any words used to express a position contrary to the SJW agenda will be deemed racist, and therefore political opponents soon find themselves having no words to express opposition. They then find themselves tongue-tied and silent, left only with a vague and impotent sense that something isn't right.
Hateframing is a disingenuous argument tactic. It's beyond invalid. It's immoral. The person who does this is evil, and you should treat them as such for purposes of the argument you respond with. You wouldn't calmly reason with someone who publicly accuses you of being a murderer. Do not react calmly and with reasoned debate when someone calls you a racist. Go for their throat (rhetorically speaking).
When faced with hateframing, never apologize, never yield an inch, and never say make chum-in-the-water statements like "I'm not racist" or "I'm not sexist." The only two successful options you have are (1) relentless counterattacks on the other person (who deserves it for using vile, amoral tactics), and (2) call them out directly for hateframing and being a High Sparrow only using hateframing as a personal path to power.