The campaign exceeded all objectives, sparking national conversation and driving real cultural impact. With 3 million views across TikTok, Instagram, and YouTube, the content generated 260,000 likes, 60,000 shares, and an engagement rate of 52%—proof that the message resonated.
The campaign also triggered over 4,000 comments, where parents and educators actively defended the work against manosphere trolls, demonstrating how powerfully the message was embraced. Most importantly, 99% positive sentiment showed the work not only captured attention but struck the right chord.
Beyond digital metrics, the campaign’s impact extends into classrooms—now being used in schools across Canada to help educate students about online radicalization, toxic masculinity, and media literacy. With $370K in earned media value on a $0 media budget, My Friend, Max Hate proves that when parents, educators, and allies come together, we can give boys the tools to question harmful narratives before they take hold.