The Bill and Melinda Gates Foundation is one of the first NGOs that employs a proactive marketing co-operation approach by initiating a co-operation with the US media conglomerate Viacom. Through implementing marketing co-operation practices such as product and content placement the foundation puts business theory to practice, in a field that was previously not familiar with doing so.

Only very recently, the foundation decided to co-operate with Viacom, the parent company of MTV, BET, VH1, and Nickelodeon. Just two weeks ago Mr. Gates and Philippe P. Dauman – Viacom CEO decided upon concrete implementation steps regarding their co-operation. The main aim of the co-operation is to raise awareness and essentially to prevent irresponsible behaviour. The plan is to alter the storyline of famous TV series such as E.R. and Law & Order. After alteration the plot contains issues such as drug use, HIV/Aids, the consequences for school drop-outs, and alike. In a subtle way the series illustrates the dangers of irresponsible behaviour, and thus alarms its audience.

This type of co-operation has several advantages in comparison to the conventional NGO marketing campaigns. First of all, it reaches out to a much wider audience. Meaning, people, who are usually not exposed to campaigns addressing these issues, will also be confronted with them. Second of all, the co-operation reaches out to an audience that may not be so receptive to the “typical” NGO marketing. Third of all, the rather subtle and indirect fashion, in which the problems are brought forward, may be more effective. They are disguised as part of the plot and not so much as an omnipresent danger. Finally, stars such as George Clooney address the consequences of irresponsible behaviour and that way act as role models. Evidently, the co-operation is also beneficial for Viacom, e.g. in terms of image maintenance.

Generally speaking this new type of co-operation between the US entertainment industry and the Bill and Melinda Gates Foundation appears to be very promising. The only potential danger is that the issues addressed in the TV series go by unnoticed, since they could be considered to be simply part of the storyline. Apart from that the approach to place relevant messages within existing and attention getting media is very innovative and deserves support.