A new campaign by White Ribbon, titled My Friend, Max Hate, aims to address the growing influence of online misogyny and its role in radicalizing boys and young men. The campaign, launched on January 30, 2025, features a PSA depicting a young boy influenced by a misogynistic online puppet named Max Hate. This initiative comes amid rising concerns about the manosphere—a network of online communities spreading harmful gender-based rhetoric.
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White Ribbon tackles online misogyny with ‘My Friend, Max Hate’ campaign
According to a survey conducted by White Ribbon in partnership with Angus Reid Forum, 83% of Canadians—including 82% of parents of boys—are unaware of the manosphere, despite its harmful impact. The study also revealed that nearly 7-in-10 Canadians are deeply concerned about the effects of hateful online content on young people, particularly regarding male-female relationships (74%), aggression (60%), and lack of empathy (60%).
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The growing impact of online misogyny
“Misogynistic online groups have existed for years, but their influence has grown significantly under controversial figures,” said Humberto Carolo, White Ribbon’s CEO. “With My Friend, Max Hate, our goal is to expose the damaging influence of these figures and raise awareness, particularly among young men who may be drawn into these toxic spaces.”
The survey further highlights that 65% of parents consider exposure to discriminatory ideologies among the top three dangers children face online, alongside cyberbullying and sexual predators. Additionally, 84% of Canadians believe that media exposure to misogynistic public figures negatively impacts young men, reinforcing unhealthy attitudes.
A call to action for safer online spaces
The campaign coincides with Safer Internet Day on February 11, emphasizing the urgency of addressing harmful online spaces. To support this initiative, White Ribbon has launched an online resource hub to help individuals recognize harmful content and a TikTok account (@max_hate_) to educate young men about online manipulation. By empowering young men to challenge online misogyny, My Friend, Max Hate is taking a bold step toward ending gender-based violence and fostering a culture of respect and equality.
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Feature image: Video campaign 'My Friend Max Hate'; Credit White Ribbon
