For the sixth consecutive year, Glossy partnered with Bensimon Byrne to obtain ad trade coverage on its global awareness campaign for White Ribbon, the world’s largest movement of men and boys working to end gender-based violence and discrimination by promoting gender equity, healthy relationships, allyship and new visions of masculinities.
The newest campaign, “My Friend, Max Hate,” addresses the radicalization of boys and young men online and its contribution to gender-based violence. The campaign’s hero video emphasizes the critical need to address harmful ideologies early on. Amid growing online polarization and hate speech, this campaign aims to educate, promote respect, and tackle the dangerous ideologies that drive gender-based violence today. Launching before Safer Internet Day (February 11), the campaign underscores the importance of online safety and protecting youth through clear content boundaries. Read the press release.
The campaign was well received and at the time of this post had garnered over 3.5 million organic views, across TikTok, Instagram and YouTube, with a 52% engagement rate and 99% positive sentiment.
Here’s some of the coverage: #1 on AdAge’s The Top Creative Campaigns to Know About Right Now, Editor’s Pick on Adage, Ad of the Month on Campaign, a feature in Creative Review, Adweek, a making-of feature om Muse by Clios, shots, and a Behind-the-Work feature on LBB.
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