Independent Sydney-based creative agency Milk + Honey United–the two year old shop co-founded by Australian creatives Andi DiLallo and Steve Jackson–has unveiled an integrated brand campaign for Rosemary Health that departs from the healthcare marketing norm.
Centerpiece of the campaign is a series of high-energy films featuring a lovably ramshackle animated band called “Fully Sick.” This :90 version in clay animation from New Zealand studio Cirkus features the group banging out a catchy indie rock tune with cheeky lyrics describing the benefits of the online care provided by Rosemary Health (“Doctors without the waiting rooms/Pills without the eye-popping bills”; “Repeat prescriptions from our pharmacists/Unless you need an exorcist”), concluding with the song chorus tagline “Rosemary Feels Better.”
Credits
Client Rosemary Health, Sydney Agency Milk + Honey United, Sydney Production/Animation Cirkus, New Zealand Music & Sound Squeak E. Clean Studios
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.
