White Ribbon has launched a new campaign highlighting the dangers of online misogyny and its role in fuelling gender-based violence.
The campaign, My Friend, Max Hate, features a public service announcement (PSA) that follows the story of a young boy who becomes influenced by a manipulative online puppet named ‘Max Hate’. The video sheds light on how certain online communities, known as the ‘manosphere’, groom young men into adopting misogynistic beliefs.
Humberto Carolo, Chief Executive Officer of White Ribbon, expressed concern over the increasing influence of these communities.
“It’s alarming to see how the manosphere is conditioning vulnerable populations, particularly teenage boys,” he said. “These groups have existed for years, but their reach has grown significantly, especially under the influence of controversial online figures. This has led to a rise in gender-based violence.”
Carolo said the new campaign aims to expose these harmful ideologies and educate young men before they become deeply entrenched in misogynistic online communities.
The My Friend, Max Hate campaign launches on 30 January, just two weeks before Safer Internet Day, which takes place on 11 February. White Ribbon hopes this timing will emphasise the importance of addressing online safety and protecting young people from harmful content.
Addressing the Root Causes of Gender-Based Violence
The campaign’s PSA highlights how young men can be drawn into toxic online spaces that promote hate speech. It aims to provide parents, educators, and communities with the tools to recognise warning signs and intervene early.
To support this effort, White Ribbon is launching an online resource hub to help individuals identify and escape harmful online communities. Additionally, the organisation will debut a TikTok account, @max_hate_, using the same puppet from the PSA to demonstrate how these figures manipulate young audiences.
“Young men are particularly vulnerable to the content they see online,” said Aiden, a White Ribbon Youth Advocate. “I have seen first-hand how easy it is for them to be drawn into hateful ideologies. Campaigns like this are crucial because they raise awareness and encourage young men to challenge harmful behaviours before they spread further.”
An Ongoing Mission for Change
White Ribbon has been actively working to address the root causes of gender-based violence by engaging men and boys in conversations about respect, equality, and positive masculinity.
The organisation hopes this campaign will empower young men to recognise manipulative online content and reject harmful narratives that perpetuate misogyny and violence.
“This is not just about raising awareness,” Carolo added. “It’s about giving young men the tools to break free from these influences and become allies in the fight against gender-based violence.”
To learn more about the campaign, visit MyFriendMaxHate.ca.
