Because they are basically trapped in high school, teachers have a really unique point of view on teen problems. Teachers have the insight that acne will pass but they will be stuck in high school forever, having to teach "The Scarlet Letter" over and over again, and smell BO all day long.
That’s the crux of this “Teacher Truths” initiative from Droga5 NY on behalf of client Clearasil. Directed by Neal Brennan of Caviar Content, this hero film shows real teachers sharing their Teacher Truths and leads to the #TeacherTruthsContest–a chance for teens to enter to win a $5,000 scholarship from Clearasil if they submit their teachers’ teacher truths on either Twitter or Instagram.
The program is a humorous way to reassure teens about their acne. By giving real teachers a chance to offer self-deprecating, “real talk” reassurance, Droga5 is looking to create a movement that speaks to teens in an honest way that resonates with them.
Credits
Client Clearasil Agency Droga 5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Tim Gordon, group creative director; Sarah Lloyd, copywriter; Mary Dauterman, art director; Rich Greco, design director; Joseph Dasaro, sr. designer; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Topher Lorette, group integrated production manager; Adam Perloff, executive broadcast producer; Jacqueline Omanoff, associate producer; Niklas Lindstrom, head of interactive production; Tasha Cronin, sr. interactive producer; Cliff Lewis, head of art production; Gabrielle Nicoletti, associate social producer. Production Caviar Content Neal Brennan, director; Andrew Wheeler, DP; Michael Sagol, exec producer; Megan Porche, producer. Editorial Mackenzie Cutler Ryan Steele, editor; Zoe Newman, assistant editor; Sasha Hirschfeld, exec producer. Postproduction Ricart and Co. Seth Ricart, colorist; Marcus Landsdell, exec producer. Audio Post Chris Afzal, mixer.
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.
