I didn’t get much past the headline, Messages With a Mission, Embedded in TV Shows before getting that eerie feeling that I was reading something momentous. OK- not momentous like in the general sense, but rather in the way this changes a time-honored tradition in marketing.
…the Gates Foundation is set to expand its involvement and spend more money on influencing popular culture through a deal with Viacom, the parent company of MTV and its sister networks VH1, Nickelodeon and BET. It could be called “message placement”: the social or philanthropic corollary to product placement deals in which marketers pay to feature products in shows and movies. Instead of selling Coca-Cola or G.M. cars, they promote education and healthy living.
For years, those of us involved with cause marketing have relied on inking deals with manufacturers to support our causes and relying on government funding, public service announcements, paid advertising and public relations efforts to get our message to the people. Now a whole new era of personal responsibility has opened up new doors to new ways of getting the word out.
James Steyer, chief executive of Common Sense Media, which promotes family-oriented entertainment, said foundations typically seek to mold television programs with just advice and prodding.
“The difference here is the Gates Foundation is paying for this, that they are actually willing to pay for programming,” Mr. Steyer said.
While cheering about the opportunities to PAY to get a non-profit message out may be a non-starter in this recessionary environment, the fact that the Gates Foundation has raised the awareness level signals a shift in how Hollywood develops and manages the messages shows promote. Show producers desperate for funding to produce new shows will be hopping on the new “positive message” bandwagon – which leaves the door open for more charities and non-profits to get involved – paid or non-paid.
Photo Credit: Striatic at Flickr Under Creative Commons License
Interesting post. It will be compelling to see if viewers react favorably to positive messages. I wonder if they will be sponsoring ads or if they will use “product placement.” Not sure if these channels are watched by the Gates’ demographic, but it should be interesting to see how things pan out. Thanks for sharing!