the bill and melinda gates foundation, brimming with billions of dollars from mr. gates and warren buffett, is well known for its myriad projects around the world to promote health and education. it is less well known as a behind-the-scenes influencer of public attitudes toward these issues by helping to shape story lines and insert messages into popular entertainment like the television shows “ER,” “law & order: SVU” and “private practice.” the foundation’s messages on HIV prevention, surgical safety and the spread of infectious diseases have found their way into these shows.
now the foundation is set to expand its involvement and spend more money on influencing popular culture through a deal with viacom, the parent company of MTV and its sister networks VH1, nickelodeon and BET. It could be called “message placement”: the social or philanthropic corollary to product placement deals in which marketers pay to feature products in shows and movies. instead of selling coca-cola or GM cars, they promote education and healthy living. // tim arango & brian stelter, 04.01.09, new york times
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