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Showrunning for Social Impact Entertainment: The Collaborative System of Rosy Ocampo & El Instituto
Deep Insights

Heriberto López Romo, Alejandro Garnica Andrade

Coyoacán, Mexico, DF: Instituto de Investigaciones Sociales; Population Media Center (2025), 580 pp.

"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 pro ... duction 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) more

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Evaluating Capacity Strengthening for Social and Behavior Change Communication: A Systematic Review

Grace N. Awantang, Anna Helland, Sanjanthi Velu, Tilly Gurman

Health Promotion International, volume 37, issue 1: daab068 (2022), 16 pp.

"The current systematic review identified seven overall findings with distinct programmatic and research implications for capacity strengthening (CS) in social and behavior change communication (SBCC). First, there is a scarcity of literature about specific evaluation of CS for SBCC. Although CS has ... become a ‘buzz word’ in international development (Hawe et al., 2000), published evaluations of CS activities that aim to build SBCC capacity in LMICs are rare. Only 19 publications met the study’s eligibility criteria, and only three focused solely on CS findings. This review’s findings complement previous literature which has noted that evaluation of CS efforts for SBCC is rare (Lettenmaier et al., 2014). Future evaluations should publish their findings more widely in order to share lessons learned with others interested in implementing CS activities in SBCC and generate further knowledge about what works and what does not work. Second, the review found that among publications that described evaluation findings of CS for SBCC, most did not emphasize the assessment of CS activities. The details of how CS activities were evaluated was often lost in description of large multi-arm interventions that were not focused on SBCC or CS [...] Third, the current systematic review found that evaluation assessments of CS for SBCC generally employ non-experimental designs. Of the reviewed publications, only one described an experimental design [...] Fourth, in terms of the SBCC Capacity Ecosystem, while evaluations commonly addressed organization-level capacity and individual-level competencies, they rarely addressed system-level capacity [...] Fifth, publications highlighted several challenges regarding assessing sustainability of CS activities. Although CS is key to ensuring sustainable gains in development, most publications did not explicitly assess sustainability [...] Sixth, authors identified the shortcomings in terms of quality, both in terms of the writing as well as providing sufficient detail and documentation to support claims. Problems of clarity in the writing, particularly in gray literature, made it difficult to understand what kind of CS activities were most effective at strengthening capacity for SBCC [...] Finally, publications did not consistently support all of their recommendations and conclusions with evaluation findings." (Discussion, page 13-14) more

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Can media campaigns change attitudes and spark actions to reduce early child marriage? Impact evaluation of breakthrough’s early marriage campaign in Jharkhand and Bihar states of India

Raghunathan N., Leena Sushant, Siddhi Mankad

New Delhi: International Initiative for Impact Evaluation (3ie) (2021), vi, 45 pp.

"A clustered randomized trial in two states of India examines alternate strategies to reduce child marriage, increase girls' education and change gender attitudes. GPs were randomized into four treatment and one control group in a 1:1:1:2:2 ratio. The GP level intervention from November 2012 deliver ... ed to treatment groups i) A Full Package, comprising mass-media, training and community mobilization programs; ii) a Training Package comprising a combination of mass media and a training program at the block level; iii) a Community Mobilization Package comprising a combination of mass-media and a community mobilization program; iv) and an only Mass Media program. Data from 2,542 households seven years after the start of the program shows that the intervention made significant improvements in impact indicators on girls' education and incidence and age at marriage. As compared to the control GPs, the Full Package intervention increased the age at marriage for girls aged 13-25 on an average by 6.5 months and their education by 9 months. The Full Package also increased the percentage of girls enrolled in school by an additional 9% over the level that control group achieved (92% in Full Package vs 83% in Control Group). The program impacts were similar after controlling for stratification and other household and GP level characteristics. We found that the intervention made an outcome indicator - gender attitudes - more progressive; GP with Full Package had a 0.407 standard deviation (equivalent to approximately 16%) higher gender attitude index than control GPs (p < 0.01). The measure of attitudes is an index of aggregated indices on gender equality, education, marriage, mobility and knowledge. Attitude change was larger for education and mobility indices. For example, the households in the Full Package had 0.26 and 0.33 standard deviations more positive attitude towards girls’ education and mobility than control GPs. We did not find any significant effect on attitudes pertaining to marriage and girl’s work and responsibility. There is little change in norms related to gender roles within the home and education has mostly been perceived as a vehicle for better management of the home, rather than for empowering women to work and be independent." (Summary) more

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Family Planning and Youth in West Africa: Mass Media, Digital Media, and Social and Behavior Change Communication Strategies. Literature Review
Deep Insights

Sarah Castle, Martha Silva

Washington, DC: Population Council (2019), 42 pp.

"This review presents evidence about the impact of mass media and digital media on young people’s family planning (FP) attitudes and behaviors. It primarily focuses on the Ouagadougou Partnership countries, but also describes lessons learned from other initiatives implemented more widely in Africa ... more

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Impact as Driving Force of Journalistic and Social Change

Andrea Wagemans, Tamara Witschge, Frank Harbers

Journalism, volume 20, issue 4 (2019), pp. 552-567

"In this article, we explore how entrepreneurial journalists from a wide variety of national contexts present ‘impact’ as one of the aims in their work. By exploring the variety, incongruences, and strategic considerations in the discourse on impact of those at the forefront of journalistic inno ... more

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Soul Buddyz Club Impact Evaluation: An Evaluation of Soul Buddyz Clubs

FPD; G:ENESIS; USAID (2016), 74 slides

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Erfolgsfaktoren von audiovisuellen Medienprojekten in Entwicklungs- und Schwellenländern

Andrea Herrmann

Offenburg: Hochschule Offenburg, Studiengang Medien und Informationswesen, Bachelorarbeit (2016), 83 pp.

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The Impact of Behaviour Change Communication on the Use of Insecticide Treated Nets: A Secondary Analysis of Ten Post-Campaign Surveys from Nigeria

Albert Kilian, Harriet Lawford, Chinazo N. Ujuju, Tarekegn A. Abeku, Ernest Nwokolo, Festus Okoh, Ebenezer Baba

Malaria Journal, volume 15, issue 422 (2016), 16 pp.

"Mass distribution campaigns of insecticide-treated nets for malaria prevention are usually accompanied by intensive behaviour change communication (BCC) to encourage hanging and use of nets. However, data on the effectiveness of these communication efforts are scarce. In preparation for the next ro ... more

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Theatre of Good Intentions: Challenges and Hopes for Theatre and Social Change

Dani Snyder-Young

Basingstoke, Hampshire; New York: Palgrave Macmillan (2013), xiii, 156 pp.

"Much has been written about theatre's capacity to create social change. Theatre of Good Intentions: Challenges and Hopes for Theatre and Social Change, however, looks at some of the reasons why achieving such goals is hard; examining what theatre can and can't do. It critiques the limitations of th ... more

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Behaviour Change Communication Interventions for HIV/AIDS

Stefan Weinmann, Ruta Yemane

Eschborn: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2012), 6 pp.

"Behaviour Change Communication (BCC) interventions have variable effects on knowledge, attitudes and behaviour with regard to HIV/AIDS. Studies show that peer education is successful at increasing knowledge, increasing condom use, and providing youth with information and condoms; however, effects o ... more

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Behaviour Change Communication Targeting Four Health Behaviours in Developing Countries: A Review of Change Techniques

Ciara Briscoe, Frances Aboud

Social Science & Medicine, volume 75 (2012), pp. 612-621

"Behaviour change communication is vital for increasing the enactment of particular behaviours known to promote health and growth. The techniques used to change behaviour are important for determining how successful the intervention is. In order to integrate findings from different interventions, we ... more

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The Impact of Media Interventions: Factors and Evidence

T. Grout-Smith, L. Poberezhska

Reading: Gamos (2007), 27 pp.

"In this paper we will be looking at the evidence of impact from interventions in the so-called ‘traditional’ media – TV, radio and, to a much lesser extent, print – and factors contributing to that impact. By ‘media interventions’ we mean using mass-media in support of development objec ... more

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Measuring the Impact on Farmers of Agricultural Radio and Television Programs in Southwest Nigeria

Mohammed Kuta Yahaya, Olabode ldris Badiru

Journal of Applied Communications, volume 86, issue 3 (2002), pp. 24-36

"In Nigeria, as in many other countries, limited numbers of extension agents (one to 4,000 farmers) make it impossible to reach all farmers by interpersonal means. For this reason, radio and, more recently, television have been used by agricultural organizations to disseminate relevant agricultural ... more

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Mass Media Exposure and Modernization among Colombian Peasants

Everett M. Rogers

Public Opinion Quarterly, volume 29, issue 4 (1966), pp. 614-625

"This is a study of mass media exposure of peasants in five Colombian villages. It relates this exposure to prior literacy, education, social status, age, and cosmopoliteness, and measures its consequences in terms of empathy, innovativeness, political knowledge, achievement, and aspiration." (Abstr ... more

Showrunning for Social Impact Entertainment: The Collaborative System of Rosy Ocampo & El Instituto Deep Insights

Family Planning and Youth in West Africa: Mass Media, Digital Media, and Social and Behavior Change Communication Strategies. Literature Review Deep Insights

Showrunning for Social Impact Entertainment: The Collaborative System of Rosy Ocampo & El Instituto
Deep Insights

Family Planning and Youth in West Africa: Mass Media, Digital Media, and Social and Behavior Change Communication Strategies. Literature Review
Deep Insights