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In July 2009, I noted a study concluding that Brazil’s telenovelas have inspired both a drop in birth rate and rise in divorce. Via the Communication Initiative Network, I found a a few other items on soap operas and public health:

• A German report looks at TV soap operas in Kyrgyzstan, the Dominican Republic, and Côte d’Ivoire as vehicles for HIV/AIDS education.
  
  
• A radio soap opera in Vietnam reached millions of farmers changing their attitudes and practices managing rice pests, fertilisers, and seeds.
  
  
• Authors of a 2006 paper on a radio soap opera in Bihar, India document how it spurred fundamental, sustainable shifts in people’s values and beliefs.
  
  
• A May 2008 Master’s thesis looks at the effect of two Ethiopian radio dramas on attitutde towards reproductive health and spousal abuse.
  
  
• Fans of a radio drama in Sudan learned about, or were reinforced in, the importance of abandoning female circumcision, giving girls more control of their reproductive health, having a small family, and staying away from drugs and alcohol.

And though I couldn’t find a study on its impact, straphangers in New York City may remember Julio and Marisol: Decision, an episodic comic strip soap opera dealing with AIDS that ran in English and Spanish in NYC subway cars from 1989 through 2001.

“Take the knife” or “don’t take the knife?” One of the more interesting uses of YouTube I’ve seen, this video is the first in a narrative that unfolds as you decide what the main character will do. Each decision affects the outcome of the next 30 second clip, which then prompts you to make another choice. Ultimately, however, it’s the initial decision that determines the conclusion. The videos are shot handy-cam style from the point of view of the main character, which works well here.

The project was produced by AMV BBDO for an anti-violence campaign site droptheweapons.org run by London’s Metropolitan Police Service.

The video was Osocio’s 2009 Campaign of the Year.