This week, Los Angeles will be the site of a gathering of change-makers, storytellers, and innovators at the 2024 Impact + Profit (I+P) Conference. Co-hosted by the Johns Hopkins Center for Communication Programs (CCP) and the Social Impact Entertainment (SIE) Society, this event promises two days of transformative dialogue, collaboration, and inspiration.
As the Executive Director of CCP – an organization that understands the power of story to inspire action and improve lives – I am excited about the conference and the opportunities it brings.
The I+P Conference uniquely focuses on the intersection of social and behavior change communication (SBCC), specifically entertainment-education, and social impact entertainment. Though these two fields may seem different – what could Hollywood producers and entertainment-education experts possibly have in common? – they each share a profound commitment to addressing the world’s most pressing issues through storytelling. Whether advancing public health, tackling climate change, or championing equity and justice, both fields use stories to engage, educate, and empower.
For decades, CCP has been working with communities around the world to understand their needs and using testimonials, narratives, and compelling yarns to inspire them to adopt healthy behaviors. We have watched as our entertainment-education work has led to more people sleeping under insecticide-treated bed nets to reduce malaria risk, committing to modern family planning approaches, choosing to vaccinate themselves or their families against new and emerging infectious diseases, and much more. We have used big-name singers and characters who look just like the grandmothers they turn to for advice. We make music videos and award-winning television series and simple video games to engage our audiences.
We have seen it at the American cineplex, too. A number of popular films have explored the dangers of climate change (“Don’t Look Up,” “Avatar,” “An Inconvenient Truth”). Others have drawn attention to societal ills (“Super Size Me.” for example, drew attention to fast food and obesity rates and is credited with the removal of the “supersize” option at McDonald’s restaurants). The documentary “Blackfish” told the harrowing story of orcas living in captivity, led SeaWorld to end its breeding program.
Convening this conference is a chance to forge meaningful connections and explore innovative approaches to making a difference. Attendees include producers, documentarians, studio executives, researchers, activists, and academics. Together, we represent a diverse spectrum of expertise and creativity, united by a shared mission to use storytelling as a tool for social good. By fostering collaborations across disciplines and industries, we can unlock new ways to amplify our impact and chart a path that ensures storytelling continues to serve as a powerful force for change.
The conference, themed Entertainment to Change the World, offers an agenda packed with sessions designed to inspire, engage, and challenge us to think differently and embrace bold ideas. Whether you are a seasoned storyteller or new to the field, there is something for everyone.
I am excited about the panel “Using AI Ethically for Change,” which explores how using AI responsibly in entertainment –balancing innovation with ethical storytelling for greater social impact –can drive meaningful change, offering new possibilities for writers and producers.
Another highlight is a CCP session with the creators of My Octopus Teacher, who will share how their award-winning film inspired a global wave of conservation efforts and led to the establishment of a non-profit dedicated to ocean protection. Interactive activities also will play a key role in fostering dialogue and reflection. For example, CCP and its research colleagues will lead discussions on using data to measure and monitor the impact of social impact entertainment.
The I+P Conference is not just about celebrating the power of storytelling. It is about equipping each other with the tools, partnerships, and inspiration to continue making lasting change and helping address the world’s most pressing problems with actionable solutions. I look forward to all attendees, including myself, engaging fully, connecting deeply, and thinking boldly!
Debora B. Freitas López is executive director of the Johns Hopkins Center for Communication Programs.
