Interning with Population Media Center (PMC) on the TV drama “Papás por Conveniencia”
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PMC Shines at Social Impact Entertainment Conference
In December 2024 Population Media Center (PMC) proudly participated in the Social Impact Entertainment Society’s “Impact + Profit” Conference in Los Angeles. Members of the PMC team were asked to speak on more than eight panels and hosted an “impact roadmap” workshop during the two-day event.
“The conversations we had—with industry leaders, creators, and fellow changemakers—are incredibly energizing,” said Natalia Cereser, PMC’s Vice President of International Programs. “They remind us why we do this work and inspire us to dream even bigger.”
This prestigious event brought together people from across the entertainment spectrum. PMC shared case studies from our groundbreaking work in entertainment-education as well as well as key components of our methodology that are brought to every PMC project. The thread that wove through every aspect of PMC’s participation in the conference was emphasizing how strategic storytelling can drive meaningful social and behavioral change across the globe.
Research and IMpact in Entertainment-Education: The Foundation of PMC’s Success
Everyone wants to have impact, but how do we define “impact” and how do we measure it? Dr. Amy Henderson Riley, PMC’s Director of Research, Evaluation, and Impact, opened one of the most anticipated panels of the conference with a discussion on “What Impact Really Means.”
“Impact isn’t just about storytelling; it’s about transformation,” said Dr. Riley. “Every project needs a clear pathway from narrative to measurable outcomes, and that’s where PMC excels.”
Joining Dr. Riley for this session were Dorothy Fortenberry, showrunner for Apple TV’s Extrapolations and writer for The Handmaid’s Tale; Pablo De la Fuente, producer of the Documentary The Power of One; and Tobias Deml, co-founder of the SIE Society and producer of HBO’s “Gaming Wall Street.”
The very different entertainment examples illustrated the opportunities and challenges of defining and measuring impact. It also examined the importance of structuring impact planning and measurement from the beginning of a project – and the reality that opportunities to introduce or shift research and impact will often arise as projects unfold.
Dr. Riley brought the PMC perspective to this dialogue, emphasizing the importance of aligning entertainment projects with robust and practical understanding of how communities are structured, identifying real barriers or opportunities, and compiling that data into understandable theories of change and impact roadmaps that all members of the team understand. Plus, of course, the plan for how to conduct research in ways that protect all participants and provide valuable insight into whether or not the expected change happened.
“At PMC, rigorous research and data is not optional; it’s foundational,” said Dr. Riley. “From baseline studies to impact evaluations, every project is guided by data and evidence to ensure we create meaningful and measurable change.”
The Importance of Theories of Change
A robust theory of change is crucial for the success of entertainment-education projects. It outlines the step-by-step process to achieve desired outcomes, providing a roadmap for crafting impactful narratives. By identifying key challenges and expected results, theories of change ensure that characters and storylines are designed to effectively address social issues.
Whether it’s promoting gender equity, improving public health, or encouraging environmental sustainability – a theory of change framework ensures that characters, plotlines, and messaging are strategically designed from data and insights from formative research. A theory of change is the backbone of the story. Without the theory of change, what is being changed, how, and how it will be measured can easily become confusing or get lost entirely.
In a workshop led by Dr. Riley and Mary El-Afandi, PMC Research Associate, PMC demonstrated how to design an effective impact roadmap and theory of change for entertainment initiatives. This session drew a diverse audience of producers, writers, and researchers eager to integrate social impact into their projects.
“A well-crafted theory of change connects the dots between your story and your goals,” Dr. Riley explained. “It’s the blueprint that ensures your work doesn’t just entertain but also creates lasting change.”
Participants walked away with frameworks and tools designed around the projects they were working on, some of them emailing PMC afterward for feedback or letters of appreciation for the session. Telling a good story requires good tools. This workshop introduced ways for creatives, executives, researchers, writers, and all team members to jointly map the pathways from intervention to impact, identifying the attitudes, knowledge gaps, or societal norms. By incorporating audience feedback and monitoring data throughout the process, entertainers can refine their approaches to maximize effectiveness. Theories of change are indispensable tools for creating meaningful, evidence-based content that transforms lives.
Looking Ahead: This work needed more than ever
PMC was proud to have our work featured at the Impact + Profit Conference because more people who are entertaining audiences should be leveraging entertainment for social good. Entertainment is powerful. From video games and audio dramas to telenovelas and theories of change, PMC continues to push the boundaries of what’s possible in entertainment education.
“We are energized by the opportunity to work alongside some of the most talented creators and changemakers in the industry,” said Dr. Riley. “The connections made here will undoubtedly drive our mission forward.”
As PMC continues its work in the United States and globally, we are always looking to set new standards for research-driven, highly entertaining, and profoundly impactful media. By collaborating with visionaries and harnessing the power of storytelling, PMC is committed to creating a brighter, more equitable future for all. Looking ahead to 2025 and beyond, we remain steadfast in our mission to create a more equitable and sustainable world—one story at a time.
Please see some other examples of PMC projects featured at the Impact + Profit conference below. It’s an honor to share the work of the PMC global team.
PMC panel feature: A Game-Changing Tool
PMC’s innovative video game, Breakaway, is revolutionizing the way we address social and behavioral change on a global scale. Designed to challenge harmful social norms that contribute to bullying, gender-based violence, and gender inequity, Breakaway uses immersive, narrative-driven gameplay to educate and inspire young players.
During a panel discussion, Natalia Cereser, PMC’s Vice President of International Programs, and Cody Peluso, PMC’s Social Impact and Partnerships Manager, discussed how Breakaway empowers students worldwide.
“By immersing players in a narrative-driven experience, we’re inspiring them to become agents of change in their communities in relevant issues like gender equity, gender violence and bullying,” said Cereser.
Educators from South Africa to Guatemala to Peru have praised Breakaway for its ability to engage students in complex discussions about gender equity and violence prevention – while also having fun. Its impact is evident in the positive feedback from players who report feeling more confident and empowered to stand up against harmful behaviors in their schools and communities. As Breakaway continues to expand its reach, it exemplifies the potential of entertainment-education to create lasting social change, demonstrating PMC’s commitment to using innovative tools to inspire a more equitable and sustainable future.
PMC Panel Feature: Using Audio Dramas for Social Impact
For over 25 years, PMC has harnessed the power of audio dramas to drive social and behavioral change in more than 50 countries worldwide. From addressing gender equity in Sub-Saharan Africa to promoting family planning in South Asia and fostering environmental sustainability in Latin America, PMC’s carefully crafted audio dramas have tackled a wide range of complex and diverse topics. These programs, grounded in rigorous research and local cultural contexts, use engaging storytelling to shift knowledge, attitudes, and behaviors. By reaching millions of listeners through community radio and other platforms, PMC’s audio dramas have empowered individuals and communities to take action.
At the conference, PMC’s project Toma Mi Mano (“Take My Hand”) took center stage. PMC’s Cereser and Peluso discussed how the audionovela, airing in the United States and Guatemala, addresses critical social issues such as unwanted teenage pregnancy and gender-based violence.
“Audio dramas allow us to reach audiences in a deeply personal way,” said Cereser. “Through relatable characters and engaging storylines, we create spaces where taboo topics can be discussed openly.”
The panel also explored how PMC tailors storytelling to resonate with diverse audiences, ensuring cultural relevance and impact.
PMC PANEL FEATURE: incredible partnerships and Telenovelas in Mexico
PMC’s collaboration with Televisa on telenovelas like Vencer El Miedo (“Overcome the Fear”) and Papás Por Conveniencia has driven measurable social impact, addressing topics such as gender equity and family planning. These shows resonated with millions of viewers, fostering critical conversations and inspiring positive behavioral change.
In addition to the 3.5 million nightly viewers, making it thetop draw among audience ages 13-21, Vencer El Miedo had profound social impact. Promoting the use of contraception and fostering conversations about family planning among young people across the country, the h hotline developed to provide support across sex and dating questions received a weekly average of 2,868 calls.
By addressing taboo topics like unintended pregnancies and reproductive health through relatable characters and dramatic narratives, Vencer el Miedo inspired viewers to take informed actions in their own lives. Young adult viewers were 1.8 times more likely than non-viewers to have used dual contraception to prevent unintended pregnancies and STDs, contributing to increased demand for contraceptive resources. Shows like these demonstrate how entertainment can effectively drive social change while achieving commercial success.
Natalia Cereser highlighted the meticulous research behind these productions.
“Our partnership with Televisa has allowed us to combine their incredible storytelling capabilities with PMC’s evidence-based approach,” she explained. “The results have been transformative, with measurable shifts in attitudes and behaviors among viewers.”
Dr. Riley expanded on this, noting how the data collected from these shows underscores the importance of embedding social change objectives into mainstream entertainment.
“When you see an increase in contraceptive use or shifts in gender norms directly linked to a telenovela, you know you’re making a real difference,” said Dr. Riley.
Llegarán Papás por conveniencia con un compromiso social en Las Estrellas
El texto original de este artículo fue publicado por la Agencia Quadratín en la siguiente dirección: https://www.quadratin.com.mx/entretenimiento/llegaran-papas-por-conveniencia-con-un-compromiso-social-en-las-estrellas/
CIUDAD DE MÉXICO, 6 de agosto de…
