Making Cents Conference: Mike Rios of 17 Triggers on using entertainment for change

Mike Rios of 17 Triggers provides insights from the plenary session titled, "Entertainment for Change-- Effective Uses of Entertainment Education, Social Media and Social Marketing" at the Making Cents International Global Youth Economic Opportunities conference on September 7-9 in Washington, DC. Mike served as a panelist at this session alongside Gerard Bush, Co-Founder and Chief Creative Director, The brpr Group; Mario Cader-Frech, Vice President of Public Affairs and Corporate Social Responsibility, MTV Networks Latin America and US Hispanic; and Elena Suarez, Chief of Development Communications and IDB Youth Program, Inter-American Development Bank.

Bio: Mike Rios

Once a creative Adman working for clients like Nike, Coca-Cola, and Tiger Beer, Mr. Mike Rios quit the ad agency lifestyle in 2009. He believed that if marketing could sell cigarettes and alcohol to the masses, it could also lead them to live healthier and happier lives. Partnering with professionals from microfinance and development, he started 17 Triggers, a consultancy group that triggers behavior change for good causes – like inspiring people to buy toilets, wash their hands, or save for their futures. Mr. Rios is 17 Triggers’ Creative Director as well as a contributor to Fabrica, the prestigious communications research center in Italy.