Brazil – Strategy
Telenovelas with a message
In Brazil, television is the vehicle of mass communication with the widest reach. It is estimated there are 60 million televisions in Brazil, which represents about three people for each television. Where there is reception, practically all people have access to a television, either in their homes or in their communities. TV Globo’s programming, therefore, is received throughout 98% of Brazil.
With telenovelas, the lives of the characters mix with people’s lives. And these characters can influence the knowledge of people.
TV Globo inserts messages related to reproductive health and other issues in its most popular programs.
Audience research has shown that people value educational content in entertainment programming, as long as it is not presented in a boring way. In fact, TV Globo has received numerous national and international awards for the social relevance of its soap operas.
With support from PMC, Comunicarte helps TV Globo, the most popular television network in Brazil, to track and monitor the inclusion of social and health themes in their telenovelas. By providing TV Globo with a detailed content analysis of how various social and health issues were incorporated into their programming, Comunicarte is able to provide useful feedback on how the issues were addressed and encourage TV Globo in their efforts.
