AT&T has developed a social content series, #StrongCan, consisting of multi-platform, multi-format “docu-stories” which showcase how real people realize amazing accomplishments and overcome impressive obstacles thanks to the promise of the nation’s strongest 4G LTE signal.
The films have been launched on AT&T social platforms along with cinemagraphs and Instagram portraits. Among the new videos is this one which introduces us to Chris Hadjez, director of the all-volunteer Marine Animal Rescue society. We see how, for example, the early diagnosis of a veterinarian–whom Hadjez connects with via tablet–is critical in the fate of a rescued marine animal.
The work was created by Organic and BBDO, AT&T’s digital and creative partners respectively, and directed by Andrew Wonder.
Credits
Client AT&T Agencies Organic, BBDO New York, BBDO Atlanta David Lubars, chief creative officer, BBDO Worldwide; Greg Hahn, chief creative officer, BBDO NY; Matt MacDonald, executive creative director (BBDO NY); Niraj Zaveri, creative director (BBDO NY); Chris Kelly, chief creative officer (Organic); Paul Kekalos, executive creative director (Organic); Marney Kerr, creative director (Organic); Marilyn Manno, copywriter (Organic); Justin Lerner, copywriter (BBDO NY); Jess Jacklin, producer (BBDO NY); Abby Berman, project manager (Organic); Dave Krugman, social editor (BBDO NY); Courtney Fallow, digital/print producer (BBDO NY); Melissa Chester, music producer (BBDO NY). Production Warhorse Andrew Wonder, director; Alon Simcha, producer; Cameron Michael, DP; Max Phillips, sound. Editorial Wax Editorial Stephen Jess + Jason Sager, editors; Toni Limpari, exec producer; Evan Meeker, producer. Audio Post Sonic Union Mike Marinelli, 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.
