Sparking Social Change with Content Integration
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.
Anastasia serves as Vice President of the Advertising Council’s Digital group where she manages the team in charge of digital and social strategy for all Ad Council campaigns as well as AdCouncil.org. Prior to joining the Ad Council, she lead the product development and marketing for the Inspire USA Foundation’s primary service, ReachOut.com, a digital space for teens struggling with depression or other mental health issues. She has worked in media for the past 15+ years and helped launch youth oriented web and television properties for brands like Oxygen, AOL and Current TV before founding the influential youth marketing site Ypulse.com. Anastasia was one of the first graduates of the Medill School of Journalism's new media program at Northwestern University, where she earned an MSJ in 1999. Her first book about teens and technology called Totally Wired: What Teens & Tweens Are Really Doing Online was published by St. Martin's Press. She lives in the Greater New York City area with her husband and daughter.
Rick Rey oversees the development and production of all in-house productions for digital media company Blip. These original projects are developed as popular web talent series or as branded entertainment for Blip’s advertising partners. Rey manages Blip’s development slate of original projects and oversees the concepting, production and post-production on every Blip produced project.
Recent projects include The Gauntlet, an original reality competition series that pitted hard-core gamers against each other, and Endless Summer, an adventure-interview series that featured some of the web’s biggest names.