My Friend, Max Hate /
White Ribbon

Today’s most toxic influencers are shaping young men’s beliefs under the guise of self-improvement—masking hateful, misogynistic content as ‘positive reinforcement’ . Yet, half of parents are unaware.

To expose this disturbing reality, White Ribbon created its own predatory personality—Max Hate. Modelled after today’s most influential figures, Max pulled back the curtain on how they exploit boys’ insecurities for profit through a PSA and a social series that spoke directly to young men.