Voting period for this idea type has passed

Sparking Social Change With Content Integration

Can a spoonful of sugar really help the medicine go down? How successful is issue-based “product placement” at motivating consumers to think differently about a social issue or inspire change?

In this panel, senior level executives will provide a thought-provoking discussion about how to spark social action through programming, advertising and popular culture. Attendees will get a behind-the-scenes glimpse of how storyline and programming decisions get made and how you can get your messages included. Come hear how the Kaiser Family Foundation successfully embedded health messages in partnership with Grey’s Anatomy and how MTV’s 16 and Pregnant is changing the social norms around teen pregnancy today. We’ll also take a look at how Google’s groundbreaking Chrome Ads successfully addressed LGBT bullying. Best of all, leave with a foolproof way to rationalize enjoying the pop culture you love.

Additional Supporting Materials


  1. Is there proof that content integration actually changes behaviors or sparks social change?
  2. What kind of metrics can be used to measure success and ensure you’re making a difference?
  3. How does a non-profit organization get involved with this kind of content? Is this level of integration possible only for those with significant resources?
  4. What are the latest trends and best practices in integrating social issues/messages into TV shows, ads, sports event or movies?
  5. How can I get my content/messaging integrated into a show/movie?



Meg Rushton, PR and Social Media Manager, Ad Council

Add Comments

comments powered by Disqus

SXSW reserves the right to restrict access to or availability of comments related to PanelPicker proposals that it considers objectionable.

Show me another