White Ribbon dismantles the manosphere

Created by Bensimon Byrne and sensitively directed by Angie Bird through Westside Studio, this shocking campaign from White Ribbon, global movement of men and boys working to end male violence against women and girls, aims to expose misogynistic online figures and their role in fuelling gender-based violence. 

Titled My Friend, Max Hate, the dramatic PSA follows a young, isolated boy who becomes influenced by a misogynistic male influencer represented by a puppet called Max Hate. Amid growing online polarisation and hate speech, this campaign aims to educate, promote respect, and tackle the dangerous ideologies that drive gender-based violence today. 

“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” says Humberto Carolo, White Ribbon Chief Executive Officer. 

“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.”