White Ribbon

Max Hate

Hijacking the manosphere’s tactics for good

Watch on Vimeo

Metrics

• Earned Impressions: 21.6 M
• Organic Views: 3 M
• Engagement Rate with Parenting Groups: 52%
• Generated Media Value with $0 Ad Spend: $755 K

Expertise

• Creative Strategy, Ideation + Execution
• Cultural + Audience Insights
• Editorial Services
• Media Relations
• Influencer Engagement

Parents are facing a silent crisis: the "Manosphere." With 83% of Canadians unaware of this digital radicalization, we had to reach boys before toxic influencers did. To break through, we worked with White Ribbon to abandon the traditional PSA and infiltrate the feed using the enemy’s own playbook.

We created Max Hate, a puppet influencer designed to mirror the high-octane aesthetics of alpha personalities. Through the @max_hate_ TikTok account and the psychological thriller My Friend, Max Hate, we met boys on their own turf—serving content that felt familiar but acted as a mirror to the manipulation they’re facing.
By exposing radicalization tactics from the inside, we didn’t just spark a national conversation; we created a lifeline. The campaign has now been adopted as a foundational media literacy tool in schools across Canada, helping the next generation recognize and escape the grasp of online hate.