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Three Million People Tune-In: Making an Impact in Mexico

Nov 08, 2024

Actors, journalists, activists, influencers, and musicians gathered in Mexico City on October 15, 2024 at an exciting launch event, all eagerly anticipating the debut of a new prime-time telenovela, Papás Por Conveniencia. The scent of fresh tacos and tortas mingled with the lively chatter as cameras flashed and fans cheered outside. Award-winning musicians Jesse y Joy stood in the spotlight beaming down on the stage, preparing to deliver a live performance of the telenovela’s theme song.

The next week, Papás Por Conveniencia debuted on October 21 on Mexican TV, Las Estrellas, with nearly 3 million people tuning in. It beat out its nearest competition in the prime-time slot by more than 1.5 million viewers.

Papás Por Conveniencia is a celebration of storytelling for social change. And Population Media Center (PMC), was proud to once again partner with Televisa for the successful fusion of entertainment and impactful messaging in this latest telenovela hit.

Produced by renowned showrunner, Rosy Ocampo, the telenovela explores critical social issues facing Mexican teens, such as teenage pregnancy, sexual and gender-based violence, and sexually transmitted infections (STIs).

“Papás Por Conveniencia demonstrates the power of storytelling to spark conversations and raise awareness about critical issues like teen pregnancy and sexual abuse. By tackling sensitive topics head-on and engaging audiences with compelling narratives, we can empower young people to understand their rights, make informed choices, and build a safer future.”

– Alanna Armitage, UNFPA Representative Mexico

Papás Por Conveniencia has set the stage, not only for a world-class television debut, but also for a nationwide conversation about the challenges facing Mexico’s youth. At the launch event, as celebrities appeared, stopping for interviews and sharing snippets about their characters and teasing plot twists, activists and journalists spoke passionately about the social issues the telenovela addresses. Change, and the importance of addressing critical issues facing Mexico, flowed through the theater in the same way it flowed through the show’s production and flows through the show itself.

In addition to the producers, writers, and actors you’d expect at a television debut, the theater was filled with representatives from key organizations like MexFam/OrientaSEX, UNFPA, United Nations, Population Fund, and CONAPO. Their presence underscored the powerful message behind Papás Por Conveniencia — that entertainment can be a profound tool for social good.

This unique partnership between entertainment and advocacy made the launch an event no one wanted to miss – and that’s obviously carried over to watching the show itself now that it’s on the air. Beyond the typical red-carpet fanfare, actors were interviewed not only by leading publications but also alongside advocates from Mexico’s most influential women’s rights and reproductive health organizations. These collaborations highlighted how the show isn’t only a captivating drama but also a platform to drive real change on pressing issues like teenage pregnancy, sexual and gender-based violence, and sexually transmitted infections.

Storytelling for Social Change

As a leader in using entertainment for social good, PMC is proud to be part of this impactful project. Our mission is to harness the power of media to shift cultural and social norms, and this telenovela uses our methodology in key storylines. With millions of people tuning in to telenovelas across Mexico, this medium presents a unique opportunity to spark meaningful conversations about pressing societal issues.

“The partnership between PMC and Televisa is powerful because we planted the seed for creating social content that not only drives ratings and profit but also fulfills our mission and the social responsibility of mass media,” Cecilia Orvañanos, Country Director, PMC-Mexico.

Papás Por Conveniencia tackles topics that are often difficult to discuss but are crucial for promoting healthy behaviors and empowering young people with the information they need to make informed choices.

Through relatable characters, compelling storylines, and carefully researched plots, the telenovela encourages audiences to reflect on their own lives and communities.

The Storyline: A Family Drama with a Social Twist

The plot of Papás Por Conveniencia revolves around Tino (played by José Ron), a single father, and Aidé (Ariadne Díaz), a successful business tycoon. They come together to form a stepfamily, a dynamic that represents 40 percent of families in Mexico today. Their union, however, is born out of convenience, and the complexities of blending two households provide a backdrop for the central issues of the show.

Papás Por Conveniencia introduces viewers to the Chamorro family—Lichita, Chano, Checo, Chofis, and Chuchito—as they navigate complex and relevant social issues. Through the experiences of Chofis, the show explores sensitive topics like unplanned pregnancies, sexual health, and the challenges young people face today. As the family grapples with these issues, viewers are invited to reflect on the importance of communication, understanding, and informed decision-making within families. This storyline not only entertains but also educates, offering relatable insights into the pressures and responsibilities young people encounter in their personal lives.

As the story unfolds, viewers will follow the journey of a teenager and their parents as they confront the challenges of an unplanned pregnancy, the risks of sexually transmitted infections, and the difficult reality of sexual and gender-based violence. These characters are faced with decisions that carry real-world consequences, creating opportunities for moments of reflection and growth. This character-driven storyline by PMC allows for both entertainment and education, helping audiences empathize with and understand the complex challenges young people face today.

PMC’s Role: A Research-Backed Approach to Entertainment Education

Population Media Center was thrilled to be a partner in the production of Papás Por Conveniencia, having worked with Televisa and Ocampo on the previous successful Vencer el Miedio (“Overcome the Fear”). At the core of PMC’s methodology is extensive research. PMC’s formative research on the audience and these issues ensures that the messages woven into the telenovela are not only accurate – but are fun, lively, and relevant. PMC collaborated with experts in reproductive health, adolescent development, and gender equity. And that’s important. But the story is driven by and for the primary audience – the young adults. This is about their lives. Their needs.

Making Resources Relevant and Accessible

Papás Por Conveniencia bridges the fictional world directly to the real world, connecting viewers with a variety of key resources. Mexfam (the Mexican Foundation for Family Planning) has partnered to distribute information and materials that complement the telenovela’s themes. In selected episodes, when triggers in the storyline spur calls to action, the show will provide information about the OrientaSEX helpline, a service where viewers can get advice on sexual health, contraception, and family planning.

This digital strategy surrounding the show – the website, social pages, ad campaigns – is designed to ensure that audiences have access to real-world resources. Whether a teen wants to learn more about preventing pregnancy or a parent is seeking advice on how to talk to their child about sexual health, the OrientaSEX helpline supports you in your next steps.

And we all know that characters become friends. That’s why at the end of selected episodes, after a thrilling trigger spurs viewers to reflect on their own lives, a cast member or character will appear in a short epilogue to discuss the topic covered in that day’s storyline. We all need help from friends sometimes – and, in this case, the TV stars audiences have come to know give viewers the encouragement and information they need to take action in their own lives.

Why Teenage Pregnancy?

Teenage pregnancy remains a significant issue in Mexico, affecting thousands of young people and serving as the primary focus of Papás Por Conveniencia. Gabriela Rodríguez Ramírez, Secretary General of Mexico’s National Population Council (Conapo), reports that there are currently 50 births per thousand adolescents aged 15 to 19—a number that, though decreasing, still requires continued efforts to reduce. According to UNFPA, each year sees 236,073 births from young women under 19 in Mexico, with a girl under 15 giving birth every hour. Teenage pregnancy imposes a substantial economic impact, costing Mexico over $4.24 billion annually. Investing in prevention has proven beneficial, with a $15 return for every dollar spent.

Papás Por Conveniencia tackles essential issues around contraception, reproductive health, and complex family dynamics. Through Chofi’s storyline, the show explores the anxieties surrounding unintended pregnancy and the risk of contracting an STI after her first sexual experience. Meanwhile, Lichita’s character introduces the difficult themes of power abuse and workplace sexual harassment, as she struggles to believe her daughter Chofi’s claims about her boss’s inappropriate behavior. By depicting Lichita’s initial disbelief and its impact on her relationship with Chofi, Papás Por Conveniencia encourages open conversations around trust and encourages young people to think critically about their own choices and the importance of safe, informed decision-making.

Why Sexual & Gender-Based Violence and STI Prevention?

In addition to teenage pregnancy, Papás Por Conveniencia shines a spotlight on two other critical issues: sexual and gender-based violence and the prevention of sexually transmitted infections.

Gender-based violence is a pervasive issue in Mexico and around the world, and Papás Por Convenienciaapproaches it in a way that empowers those impacted and encourages conversations about consent, respect, and healthy relationships. Similarly, the show educates viewers on the importance of STI prevention, helping to reduce stigma and increase awareness of the steps people can take to protect themselves.

Collaborating for Impact

The production of Papás Por Conveniencia is the result of an exciting collaboration between TelevisaUnivision, Population Media Center, Mexfam, and several other organizations, including the United Nations Population Fund (UNFPA), The Boston Center and Conapo. These are not simple issues, and it takes a set of strategically chosen partners to work together to create real impact. Together, these partners are working to ensure that the telenovela not only entertains but also informs and inspires action.

At PMC, we know that media is a powerful tool for social change, and we are excited to see the impact that Papás Por Conveniencia will have on audiences across Mexico. By tackling taboo subjects head-on and offering viewers the tools they need to make informed decisions, this telenovela is a shining example of how entertainment can be both transformative and empowering. PMC is proud to be part of this groundbreaking project, and we look forward to the change it will spark throughout Mexico and beyond.

You can tune in Monday through Friday from 8:30 pm to 9:30 pm on Mexico’s Canal de las Estrellas, or catch it anytime on the streaming platform VIX Premium. Starting January 2025, it will also be available to viewers in the USA on Televisa Univision.