Children are shown playing on a playground, including a boy pushing his friend on a swing.The friend on the swing keeps demanding to be pushed higher, and upon his third request, he is launched across the park.The strong boy who was pushing stares in awe at his brute strength as a checklist of muscle, brains, and stealth appears on the screen.The muscle box is checked as a voiceover asks, “What’s your role?” and the boy morphs into a character from the Sony PlayStation game Sly3.
Credits
Agency: TBWA/Chiat/Day, Inc Creative Director, Jerry Gentile; Copywriter, Raymond Hwang; Art Director, Tom Gibson; Producer, Mark Johnston; Producer, Aileen Baliat; Account Executive, Heather nance; Business Manager, Abilino Guillermo Production Company: HSI Productions Director, Jake Sebastian Wynne, James Canty; Director of Photography, Don Davis; Executive Producer, Annique DeCaestecker; Producer, Kira Carstensen Editorial: VBE Editor, Greg Young; Post Producer, Cristy Pacheco Visual Effects: JackFX VFX Artist, Scott McNeil; Producer, Dan Connelly
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.