Fundación Televisa, part of the Televisa Group, has been working with telenovelas to create social impact since the late 1970s and ‘80s. Televisa’s latest campaign was focused on Early Childhood Week.
“What we are experimenting with now,” Alejandro stated, “is what if you have a soap opera or scripted show that you can watch in the afternoon and then in the morning entertainment show the next day, you talk about the storylines on that show? What if you have an expert on the topic there and what if, during the actual show, you can have a Facebook or Instagram live so that people can go there during the breaks to continue the conversation about the emotional side that you see in scripted shows. What if we connect all of this with PSAs and ad campaigns during the duration of the show’s storyline?”