"In our years of working with producers, we at El Instituto have seen a consistent industry demand for insights into what makes content resonate with audiences. This book, Showrunning for Social Impact Entertainment: The Collaborative System of Rosy Ocampo & El Instituto, explores the career and production model of Rosy Ocampo, showcasing her innovative approach to entertainment that seamlessly integrates storytelling with social impact messaging. It details her unique collaboration with El Instituto that has contributed to the development of audience-centered, socially conscious content.
The book is divided into four sections. Part 1 examines Rosy Ocampo’s contributions across telenovela formats, from children’s programming to the Vencer franchise. The second part of this book explores the system developed by Rosy Ocampo’s team to enhance the value of each stage in the production process. It also examines the integration and collaboration with the Content Intelligence® research model, created by El Instituto, which provides a deeper understanding of audience behavior and preferences. The third part presents the key impact indicators of the entertainment content produced by Rosy Ocampo. These indicators reflect both commercial success and social influence of her productions. To conclude, the final section offers a collection of perspectives from experts in communication, media, and social change, providing insights into the future of socially responsible entertainment.
This book aligns with national and international initiatives in both content production and research that seek to demonstrate the effectiveness of entertainment in shaping attitudes and behaviors. In a world where media can play a crucial role in influencing individuals, families, and society, entertainment has the potential to address urgent contemporary and global issues such as gender equality, women’s empowerment, public health, well-being promotion, and environmental sustainability, as outlined in the United Nations’ 17 Sustainable Development Goals (SDGs). We hope that this book will contribute to and inspire future showrunners and content creators to integrate socially relevant messages into their productions, supported by audience research, to generate meaningful, positive impact." (Introduction, pages 12-13)