Former Man City star says toxic online culture is steering boys in the wrong direction

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Elite sports stars are harnessing the power of their platforms to challenge harmful online narratives and redefine what it means to be a man.

UN Women UK and Vodafone Foundation have launched Same Side, an annual campaign that enlists top athletes such as Ugo Monye, James Maddison , and Nedum Onuoha.

The initiative aims to provide young men with a positive alternative to the 'manosphere' - a network of online communities and influencers that often promote restrictive and hostile views about gender, relationships, and the roles of boys and men in society.

Research findings suggest boys as young as 16 are being algorithmically served content that portrays women's progress as detrimental to men, masks misogyny as self-improvement advice, and equates vulnerability with weakness.

Young men are frequently confronted with messages like "Your body has to be hyper-masculine to have any value," and creators stating, "If you cry you're a simp; stoicism equals power."

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In one study , 70% of young men who consumed "men and masculinity influencer" content agreed that "women have it easier than men." While another survey found that 40% of men trusted one or more explicitly misogynistic voices online.

"One thing you learn quickly in football is that it's never really about being the toughest guy in the room, it's about how you support the people around you," said Nedum Onuoha, former Manchester City defender. "A lot of what boys see online pushes them in the opposite direction. If we can help even a few of them see that real strength is about respect and life skills, then we're making progress."

Former England rugby star, Ugo Monye, who is backing the campaign, said: "There are young lads out there being told that being a man means being angry or hard, but that path only leads to sadness. Through sport, we can show there's another way - where being strong can mean resilience and empathy, where leadership is about being decisive and listening."

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Same Side are also creating a free digital Conversation Guide for parents and caregivers. This is a practical resource to help families navigate the online world in which their sons are growing up.

The guide aids parents in understanding what the manosphere is and how it impacts young people. It empowers them to discuss healthy relationships and online matters, offers supportive ways to communicate, provides conversation starters and signposts further help and resources.

"We know the damage online misogyny is doing to women's lives, to boys' wellbeing, to all of us," said Tabitha Morton, CEO of UN Women UK. "But sport has a rare power to bring people together and change the story. When young men hear their heroes talk about respect, vulnerability and teamwork, it opens up new conversations of what being a man really is."

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Lisa Felton, Managing Director Vodafone Foundation, adds: "Digital spaces shape how the next generation sees themselves and each other. We're committed to leveraging technology to tackle harm and abuse and that's why Vodafone Foundation are proud to back Same Side, using the reach of sport and the power of technology to amplify positive voices."