Un Women Uk Turns The Algorithm Against The Manosphere In Powerful New Campaign

UN Women UK has launched a new campaign aimed at helping parents understand and challenge harmful online content increasingly being pushed to boys through social media algorithms.

The campaign highlights concerns around the rapid growth of so-called “manosphere” content online – material that can promote hypermasculinity, emotional suppression and hostility towards women.

Research cited by the charity suggests that nearly 73 per cent of boys aged 11 to 17 regularly encounter this type of content, while many parents remain unaware of what their children are being exposed to online.

According to the findings, 59 per cent of young men say they come across such content without actively searching for it, with social media algorithms recommending and amplifying posts designed to provoke strong reactions and drive engagement.

UN Women UK said some influencers attract audiences with seemingly harmless topics such as fitness or dating advice before escalating to more extreme messaging, often boosted through paid promotion to increase reach.

‘Algorithm Swap’ campaign

To highlight the issue, the charity has partnered with creative agency Revolt to launch a multi-year campaign centred around a digital experience called ‘Algorithm Swap.’

The initiative uses targeted social media advertising to show parents the kind of content that may appear in a teenage boy’s social media feed. The campaign aims to replicate the experience many young people encounter online, where repeated exposure to certain messages can shape perceptions of masculinity and relationships.

Produced by Sassy Plus and designed specifically for mobile viewing, the campaign will run across Facebook and Instagram in partnership with Meta.

 

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The experience also directs parents to The Same Side Conversation Guide, a new resource created by UN Women UK to help families discuss online misogyny, gender stereotypes and healthy masculinity.

Tabitha Morton, Chief Executive of UN Women UK, said:

“When young men see their role models speak about respect, vulnerability and teamwork, it opens up new conversations about what being a man really is. At a time when online misogyny is harming women’s safety, boys’ wellbeing and our wider society, those conversations have never been more important.”

Paul Calway, Creative Director at Revolt, said:

“I knew the manosphere was out there, but when we began working on this campaign, I realised how little visibility parents actually have into what their children might be seeing online. Parents can’t challenge what they can’t see.”

Orlando Warner, Executive Creative Director at Revolt, added:

“If you asked most parents whether they would want to see what their son’s social feed actually looks like, almost everyone would say yes. Algorithm Swap makes that possible – and once you’ve seen it, you can’t ignore it.”

UN Women UK hopes the campaign will encourage more parents to start conversations with their children about the content they encounter online and help promote healthier discussions around masculinity and respect.