In an effort to spread awareness about HIV/AIDS, the Kaiser Foundation’s ad titled “The Know is Spreading” shows young people painting the word “know” throughout Philadelphia in bright, noticeable colors. The painting spreads through the streets in fast motion and the phrase “The Know is Spreading” appears over the colorful streets, followed by, “Get an HIV Test.” The spot ends with the Know HIV&AIDS logo and the website knowhivaids.org displayed on the screen.
Credits
Agency: Crispin Porter + Bogusky Art Director, Dave Swartz; Director of Production, Dave Rolfe; Copywriter, Dave Schiff; Producer, Amanda Omerod, Sheri Radel Production Company: Believe Media Director, Anders Hallberg; Executive Producer, Cheri Anderson; Line Producer, Adrian Martin Editorial: Whitehouse Post Productions, New York Editor, Crandle Dennison Visual Effects: MassMarket Executive Producer, Justin Lane; Associate Producer, Ami Werner; Creative Director (CG), Marco Spier; Creative Director (Design), Marie Hyon; Creative Director (Flame), Chris Staves; CG, Adam Van Dine, Melanie Tonkin, Florian Witzel, Domel Libid
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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