Poor Consuelo Conquers the World
Director: Peter Friedman
Producer: Paul Miller
Social Entrepreneur: Soap Operas for Social Change
Logline: Poor Consuelo Conquers the World tells the story of popular soap operas and telenovelas, now being used to combat the effects of poverty around the world.
It all started by accident in 1969, when a Peruvian telenovela character worked her way out of poverty using a sewing machine; and suddenly sewing machines flew off the shelves by the thousands all over Peru. That incident, combined with the social modeling theories of psychologist Albert Bandura demonstrating the power of fictional media characters to act as role models and affect behavior of viewers, inspired a brilliant Mexican director named Miguel Sabido to create popular telenovelas designed both to entertain and to address urgent social issues. His first series was a huge commercial hit and demonstrably contributed to a significant decline in birthrates in heavily overpopulated Mexico. He revised and refined his formula until it became a scientific methodology that soon spread around the world with success after success, and ultimately helped create an entire field, now known as Entertainment-Education. Sabido essentially created an affordable, exportable model for socially sustainable development, all while creating hit show after hit show. Like Sabido’s work, our documentary Poor Consuelo Conquers the World is both entertaining and solution-oriented in its approach to social change.
In the Spring of 2009 we filmed the creation of a radionovela produced by Radio Atipiri and Media Impact, in El Alto, Bolivia, one of the poorest cities in South America. Radio is cheap to produce and reaches people who can’t afford TV. The station we filmed even reaches people who can’t afford radio by simultaneously broadcasting from loudspeakers on the roof of their station! Excerpts from this footage helped Poor Consuelo win the award for Best Project Presentation for Cinema at the 2009 Sunny Side Documentary Market in La Rochelle, France. YLE-TV Finland then joined our team, with others soon to follow. Stay tuned! Development support provided by ITVS.