White Ribbon’s latest PSA is warning about the dangers of the “manosphere,” a network of negative online communities.

“My Friend, Max Hate,” follows the journey of a young boy who falls under the spell of an angry, misogynistic puppet.

Joseph Bonnici, chief creative officer, owner and agency partner for Tadiem, tells strategy that it partners with White Ribbon each year to focus on a culturally relevant aspect of the fight against gender-based violence, adapting its approach to address a particular issue head-on.

“This year, we’ve turned our attention to the alarming rise of unchecked misogyny spread by male influencers in the manosphere, a growing online community that promotes anti-feminism, misogyny, and harmful ideas about women,” Bonnici says. “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.”

The work is informed by recent White Ribbon research, which reveals that 70% of Canadians are worried about the effects of hateful online content on children, with major concerns around its impact on male-female relationships (74%), aggression (60%) and empathy (60%). Despite this, 83% of Canadians (including 82% of parents with boys) are unfamiliar with the manosphere, which includes controversial figures like Andrew Tate.

This campaign is about empowering young people to recognize harmful messages, promote respect and contribute to safer, more equitable spaces.

The spot launches today, in advance of Safer Internet Day on Feb. 11.

Additionally, the campaign will launch a TikTok account, featuring the “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.

Prior work by Tadiem for White Ribbon has explored the roots of toxic masculinity.

In its November 2024 campaign “Men Don’t Want Flowers,” White Ribbon gifted men bouquets to encourage discussions about masculinity and to begin promoting the non-profit’s awareness and donor campaign later in the fall.