Green Options

The objective is to use entertainment content as a vehicle for educating mainstream audiences on topics such as HIV/AIDS and education in the hopes of influencing public views and behaviors.
One of these initiatives, called Get Schooled, is a partnership with Viacom that will weave education-themed story lines into existing shows or create new shows centered on education.

…the Gates 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 G.M. cars, they promote education and healthy living.

After the Viacom-owned network finished filming their new treasure-hunt themed “Real World/Road Rules Challenge” on a remote, uninhabited island in the Republic of Panama, locals returned to find their beach tattered and abused.

The television show, which premieres on September 17^th, took over the neighboring, inhabited island in militant style by hiring the local police to prevent residents from accessing a public beach. As it turned out, according to local witnesses, MTV had cleared a small patch of rainforest to build a tiki-hut structure near the beach, developed an access road through the forest, and installed generators and lighting on the beach.