Ah, the power of miscommunication. A girl walks out of class and tells her friend, “I completely choked on that test.” Overhead by another student, she relays on her cell phone that “Lisa totally choked.” As the message moves from one person to the next, it becomes that Lisa choked and died. A high school vigil is held in Lisa’s memory; when she walks in, kids disperse, horrified as if they’ve seen a ghost. Solo’s slogan: “Spread the word.”
Credits
Agency: Rethink Advertising Chris Staples, Ian Grais, creative directors; Rob Tarry, associate creative director/writer; Noreel Asuro, art director; Ann Rubenstein, producer; Tracey Chapple, account director Production Company: Reginald Pike,Wave Productions Brian Lee Hughes, director; James Davis, Josefina Nadurata, executive producers; Amalie Bruun, producer; Tico Poulakakis, DP.
,Craig Zarazum, audio post mixer/sound designer Editorial: Cycle Media Matthew Griffiths, offline/online editor Postproduction: Technicolor | Vancouver Claudio Sepulveda, colorist
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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