Sparking Social Change with Content Integration - SXSW Interactive 2013 by SXSW published on 2013-06-25T17:52:02Z Can a spoonful of sugar really help the medicine go down? How successful is issue-based “product placement” at motivating consumers to think differently about a social issue or inspire change? In this panel, senior level executives will provide a thought-provoking discussion about how to spark social action through programming, advertising and popular culture. Come hear how the Kaiser Family Foundation successfully embedded health messages in partnership with Grey’s Anatomy and how Participant Media uses films like Contagion and An Inconvenient Truth to raise the national dialogue about issues, inspire people to take action and offer specific tools to do so. Attendees will get a behind-the-scenes glimpse from Hollywood, Health & Society on how storyline and programming decisions get made and how you can get your messages included. Best of all, leave with a foolproof way to rationalize enjoying the pop culture you love.