John's Hopkins University: so here's this group we made specifically to create pro-social messaging in these TV shows in order to influence audiences and change their minds on some key values, like family planning and women's role in the family

Various organizations and advocacy groups: we're going to lobby and implore producers to include/exclude certain kinds of messaging from their programming

Conservative producers and CEOs: we're going to pour thousands to millions of dollars into programs and shows that ostensibly are progressive but actually just support the status quo and we're doing this on purpose