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 is the world’s largest movement of men and boys working to end gender-based violence and discrimination by promoting gender equity, healthy relationships, allyship and new visions of masculinities. It was founded in 1991, in response to the murder of 14 women engineering students at Polytechnique Montréal in 1989. Since then, and among its many calls to action, White Ribbon has asked men and boys to wear white ribbons as a pledge never to commit, condone or remain silent about all forms of gender-based violence and discrimination.
Joseph Bonnici, chief creative officer at Bensimon Byrne, said, “The 2025 White Ribbon campaign, ‘My Friend Max Hate,’ is designed to educate parents about the pervasive influence of misogyny online. It equips them with the knowledge to recognize the risks and better protect their children. By exposing the inner workings of this toxic ecosystem, the campaign aims to foster awareness and empower families to challenge and counteract these harmful narratives.
