This moving new spot from Cox Communications shows the power of connection. Directed by INSTITUTE’s Lauren Greenfield, via FCB Chicago, “Not Alone” focuses on the families of children with Koolen-de Vries Syndrome (KDVS), a rare genetic condition associated with developmental delays and several health concerns. With the rarity of KDVS, it’s crucial for families to share information and support one another in order to navigate the ups and downs of the condition and associated healthcare challenges.
Greenfield’s skill in documentary storytelling is reflected in this project as she worked closely with multiple families and the actors bringing their stories to life. She deftly captured their genuine connections and the journeys they have faced together.
Credits
Client Cox Communications Gaston Vaneri, SVP brand strategy; Brian Stifel, VP brand strategy & consumer insights; Kitty Kilgore, sr. director marketing; Virginia Higgs, sr. manager marketing; Quinn Bison, marketing manager; Meghan Gentile, marketing sr. specialist. Agency FCB Chicago Andres Ordonez, chief creative officer; John Fiebke, EVP, head of copy; Avi Pinchevsky, EVP, executive creative director; Jack Miller, creative director–art; Adam Repp, creative director-copy; Derrick Yousefi, sr. copywriter; Alli Elster, sr. art director; Ellen Israel, sr. producer. Production Company INSTITUTE Lauren Greenfield, director, creative director/founder; Frank Evers, president/founder; Tori Palmatier, managing director; Tim Hudson, DP; Patrick Fischer, line producer. Postproduction 456 Studio Steve Immer, director of editorial, VP; Conor Fisher, director of color; Clare Deady, sr. post producer. Music JSM Joel Simon, CEO/CCO/co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer; Becca Riter, co-composer.
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.
