More and more, algorithms are teaching young boys about what it means to be a man. And these can lead young men down harmful and sometimes extreme online pathways.

White Ribbon, the world’s largest movement engaging men and boys in the prevention of gender-based violence, and its creative agency Broken Heart Love Affair’ s campaign Algorithm Sickness, is challenging the algorithm on its own terms. Rather than simply warning young people about the dangersof social media, it encourages them to actively reshape their feeds by engaging with healthier content and giving them practical tools to recognise, block and counter harmful influences.

The campaign uses the fact that social platforms are designed to learn what keeps people engaged, continually serving up more of what captures their attention. For young men navigating identity and belonging, that can mean exposure to content that exploits insecurity, promotes dominance and reinforces hateful, misogynistic attitudes. White Ribbon’s Boys Are At Risk research found that 80% of educators have witnessed misogynistic attitudes in the classroom.

So the campaign calls on men, and all of us, to actively “treat” our algorithm sickness across social, digital out-of-home and film, and replace it with positive content built on strength, empathy, integrity and healthy relationships.

All campaign social content is designed to be easy to engage with and share. Videos featuring everything from sports and hobbies to everyday interests will carry messages and hashtags connected to healthy masculinities, creating an accessible way for audiences to introduce healthier perspectives into their feeds.

The landing page www.algorithmsickness.ca takes audiences deep into the issue, providing information about how algorithms work, their potential impact on the way people think and behave, and practical tools for maintaining a healthier and safer social media environment. As well, it provides resources for parents and caregivers looking to talk to children about social media safety.

Creators and influencers will bring #AlgorithmSickness into their own worlds, demonstrating practical ways to build a healthier feed – from blocking harmful content and using “Not Interested”, to recognising rage-bait and other engagement tactics designed to provoke rather than inform. Whether through sports, gaming, music or other interests, creators will show audiences what healthier algorithm habits can look like in practice.

“Too often, the conversation about men and boys focuses on what’s wrong rather than what’s possible,” stated Humberto Carolo, CEO of White Ribbon. “We want to change that. Men and boys can be a powerful force for care, respect and equality. They can build others up, challenge misogyny and help create relationships, communities, and workplaces where everyone can thrive. Countless men are already leading by example. We want their actions to inspire the next generation.”

 “These days, most of us take a backseat on social media and just let our algorithms drive, and that can end up sending us to antisocial, scary, or harmful places,” added Marty Hoefkes, creative director at Broken Heart Love Affair. “On top of pushing for change on the platforms themselves, we wanted to show that there are tricks and tools that help you curate a healthier algorithm.”

Credits:
Agency: Broken Heart Love Affair
Chief Creative Officers: Carlos Moreno
Chief Strategy Officer: Jay Chaney
SVP, Strategy: Kristy Pleckaitis
Creative Directors: Michael Morelli, Marty Hoefkes, Sally Fung
SVP, Executive Producer: Erica MetcalfeSenior 
Producer: Ann Caverly
Group Account Director, Client Success: Maegan Thomas
Senior Account Director, Client Success: Brian Bentley‑Falcke​​
Project Specialist: Ram Ahuja

Client: White Ribbon
Chief Executive Officer: Humberto Carolo
Senior Manager, Digital and Corporate Engagement: David Garzon
Philanthropy, Marketing and Communications Manager: Abraham Carreno

Production Company: Holiday Films
Founder & Executive Producer: Josefina Nadurata
Executive Producer: Eastern YooDirector: Erica Orofino
Director Of Photography: Viktor Cajoh
Head of Production: Courtney Leca
Producer: Aarin MacKay
Production Designer: Diana Kubista
Wardrobe: Trish Venema 
Casting Company: Groundglass Casting
Casting Director: Andrew Deiters

Editing: Tavern Post
Executive Producer: Mackenzie Goodwin
Editor: Aaron Dark 
Sr Assistant Editor: George Abraham

Online/VFX: The Vanity
Online/VFX Artist: Adam Silcox-VanwykE
xecutive Producer: Katie MethotProducer: Kitty McKay
Colour: The Vanity
Colourist: Jordan Benegbi
Executive Producer: Katie Methot
Producer: Kitty McKay
Sound: Grayson Music Group
Audio Director: Lowell Sostomi
Executive Producer: Kelly McCluskey
Audio Engineer:  Vladimir Nikolic
PR: Hype PR
Earned Media & Talent Strategist: Erin Richards 
Publicist: Julia Balatat
 Influencer Marketing Specialist: Ruby Castle