A Moral Soap
Can a soap opera help women become better money managers? This is the aim of Contracorriente – a 16-part soap opera designed to encourage women in the Dominican Republic to create a secure future for their families by successfully managing their finances.
Contracorriente features the Ortizes – a working-class family encountering financial challenges, and the central figure Miriam, who struggles with building a home and meeting the needs of her family. The programme cleverly broaches complex issues like money management in an approachable way, and will showcase strategies and savings plans as the show unravels.
Created by Women’s World Banking (WWB) and Banco ADOPEM, the television series will be complemented by a nationwide savings campaign, and messages from the show will be reinforced through educational events, billboards and radio ads.
The first episode aired on 24 October 2011. For more on branded marketing, see the Macro Trend Chain Reactions.