Engage Responsibly, led by the Association of National Advertisers (ANA) in collaboration with the Global Alliance for Responsible Media (GARM) and sponsored by Pernod Ricard, aims to combat online hate by 2025. Ogilvy's campaign, centered around the film "Theo’s Story," vividly illustrates the profound real-life consequences of online hate, showcasing its butterfly effect from seemingly ordinary instances to significant impacts on individuals. The campaign urges collective awareness and action to curb the spread of online hate.