Two kids run into a room to tell mom, who’s vacuuming, that their hamster is missing. She is oblivious until the vacuum sucks up something unseen and short circuits. Indeed the hamster has been found as the kids look sheepishly at their mother. A voiceover intervenes, “You don’t have to be perfect to be a perfect parent. There are thousands of teens in foster care who would love to put up with you.”
Credits
Agency: Kirshenbaum Bond & Partners Rob Feakins, executive creative director; Steve Doppelt, creative director; Daniela Vojta, art director; Aaron Robnett, Susan Young, copywriters; Randy Cohen, director of broadcast production; Kavvalyn Tersch, producer. Production Company: Tool of North America Sam Cadman, director; Jennifer Siegel, executive producer; Amy DeLossa, head of production; George Fares, producer; Adam Beckman, DP.
Editorial: MacKenzie Cutler Colleen Shea, editor Postproduction: Schmigital,Company 3 New York Cecil Hooker, Jimmy Hayhow, online editors,Tim Masick, colorist Audio: MacKenzie Cutler Marc Healy, audio mixer/sound designer
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
Now in its 34th year, White Ribbon... Read More
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