For client Lean Cuisine, agency 360i is starting a social conversation about weight by encouraging real women to #WeighThis.
Helping to spark the conversation is a video directed by Nanette Burstein of Hungry Man which introduces us to several women in the proximity of a scale. But rather than weigh themselves, they are asked to weigh what’s important in their lives.
Credits
Client Lean Cuisine Agency 360i Pierre Lipton, chief creative officer; Megan Skelly, group creative director; Daniel Bremmer, Alex Shulhafer, creative directors; Amy Werblin, copywriter; Steve Amato, producer; Brad Alperin, VP, strategist; Halsey Stowe, sr. strategist. Production Hungry Man Nanette Burstein, director. Editorial Final Cut Sonejuhi Sinha, editor. Music Asche & Spencer.
White Ribbon has launched its โMy Friend, Max Hateโ 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, โMax Hate.โ 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.
โItโs alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,โ said Humberto Carolo, White Ribbon CEO. โThese 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.โ
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 โMy Friend, Max Hateโ 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.