White Ribbon prescribes a cure for Algorithm Sickness
Director Erica Orofino and White Ribbon treat online radicalization like the contagious condition it is in a deadpan doctor's-office PSA about the pipeline turning boys toward misogyny.
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Director Erica Orofino and Holiday Films have teamed up with White Ribbon and agency Broken Heart Love Affair (BHLA), on a new PSA that treats a very real problem, boys and young men being radicalised online, like a diagnosable illness.
The project was brought to Holiday Films by BHLA, whose partnership and commitment to the idea helped bring the film into production. Through HUG for Good, Holiday Films was able to support the project and use its production resources and filmmaking expertise to help bring this important conversation to the forefront.
Set entirely in a doctor's office, the 60-second film follows a father and his 14-year-old son as a doctor delivers an unsettling diagnosis: “algorithm sickness.” What follows is a straight-faced explanation of how it spreads, from recommended videos and dark online content to the gradual shift from innocent interests to misogynistic ideas. The humour comes from treating the absurdity completely seriously.
Credits
View on- Agency Broken Heart Love Affair/Toronto
- Production Company Holiday Films
- Director Erica Orofino
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Credits
View on- Agency Broken Heart Love Affair/Toronto
- Production Company Holiday Films
- Director Erica Orofino
- Editing Tavern
- VFX The Vanity
- Music Grayson Music
- Chief Creative Officer Carlos Moreno
- Creative Director Michael Morelli
- Creative Director Marty Hoefkes
- Creative Director Sally Fung
- Executive Producer Erica Metcalfe
- Senior Producer Ann Caverly
- Executive Producer Josefina Nadurata
- Executive Producer Eastern Yoo
- Head of Production Courtney Leca
- Producer Aarin MacKay
- Production Designer Diana Kubista
- DP Viktor Cahoj
- Editor Aaron Dark
- Executive Producer Mackenzie Goodwin
- Assistant Editor George Abraham
- Executive VFX Producer Katie Methot
- Producer Kitty McKay
- Colorist Jordan Benegbi
- Director of Audio Lowell Sostomi
- Executive Audio Producer Kelly McCluskey
- Sound Designer Vlad Nikolic
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Credits
powered by- Agency Broken Heart Love Affair/Toronto
- Production Company Holiday Films
- Director Erica Orofino
- Editing Tavern
- VFX The Vanity
- Music Grayson Music
- Chief Creative Officer Carlos Moreno
- Creative Director Michael Morelli
- Creative Director Marty Hoefkes
- Creative Director Sally Fung
- Executive Producer Erica Metcalfe
- Senior Producer Ann Caverly
- Executive Producer Josefina Nadurata
- Executive Producer Eastern Yoo
- Head of Production Courtney Leca
- Producer Aarin MacKay
- Production Designer Diana Kubista
- DP Viktor Cahoj
- Editor Aaron Dark
- Executive Producer Mackenzie Goodwin
- Assistant Editor George Abraham
- Executive VFX Producer Katie Methot
- Producer Kitty McKay
- Colorist Jordan Benegbi
- Director of Audio Lowell Sostomi
- Executive Audio Producer Kelly McCluskey
- Sound Designer Vlad Nikolic
For Holiday Films, Algorithm Medicine is exactly the kind of project HUG for Good was created to support, working alongside agency and client partners and filmmakers to use storytelling and production as a force for good.
Boys and young men are increasingly exposed to misogynistic content through the same recommendation systems that power everyday online discovery. White Ribbon created Algorithm Medicine to make that pipeline visible and give parents a way to recognise the signs before it takes hold.
The PSA directs viewers to the website, where families can find tools to help identify and address “algorithm sickness.”
