Charitable organisation, White Ribbon Canada, has launched a new campaign to address the online radicalisation of boys and young men.

The ‘My Friend, Max Hate’ campaign brings to life the impact that misogynistic online figures and influencers can play in contributing to gender-based violence.

A 2023 study found that 40% of young men trust harmful voices online. In the midst of a second Trump presidency driving a rollback in DEI initiatives, confronting far-right views and misogyny is vital. 

49% of parents are not aware of the hateful and sexist online content that targets boys. The campaign aims to both expose harmful influencers and raise awareness of the issue. The campaign is intended to educate young boys, parents, and educators about hateful content and foster a healthier version of masculinity. 

White Ribbon focuses on how online personalities in the ‘manosphere’, can be predatory to young men, praying on their vulnerabilities and clouding views with toxic ideas. As images of traditional masculinity shift, leaving some boys and young men feeling lost, they are being intentionally targeted by harmful online content.

The short film tells the story of Shiloh, a vulnerable school boy who finds kinship in the online content of ‘Max Hate’ who takes the form of a puppet. As a result of the influencer, Shiloh starts adopting resentment and hateful views. These build over the course of the film, ranging from body issues to isolation, to using derogatory language towards girls, to not respecting boundaries. The film eventually culminates in Shiloh pushing his mother over during an argument. 

All throughout the video, Max Hate introduces and encourages these behaviours and views from Shiloh. At the climax, Shiloh’s hands turn into the same puppet-like material as Max Hate’s, a mechanism which brings to life the real life impact of online hate. 

White Ribbon’s campaign highlights how online figures can groom young men and boys into adopting attitudes that can lead to gender-based violence. Launching two weeks ahead of Safer Internet Day on the 11th of February, ‘My Friend, Max Hate’ is a powerful reminder of the importance of online safety and safeguarding youth.

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

Aiden, a White Ribbon Youth Advocate, added: “Young men are a vulnerable population and easily susceptible to hateful messages they are exposed to online, and I have seen it first hand. That’s why campaigns like this are important. Harmful ideologies contribute to gender-based violence, and it’s critical to address these dangers before they spread and affect others”.

Alongside the short film, White Ribbon has compiled educational resources on its hub, helping adults to safeguard their children, and providing support for those who might be vulnerable to these harmful online groups. 

White Ribbon has also created a TikTok account for Max Hate, the puppet from the film, @max_hate_, to further spread awareness in the space where hate is highly influential. The account’s bio reads, ‘Influencing boys and young men, one misguided idea at a time’.

‘My Friend, Max Hate’ demonstrates how boys and young men can be sucked into groups that blame women and minorities for social issues and provide an escape from difficulties in their own lives. The hard-hitting campaign shows the harsh realities of radicalisation through the manosphere, and how hateful views can lead to gender-based violence. By educating boys, young men, parents, and educators, White Ribbon hopes to reduce the spread of misogyny and toxic masculinity.