The Gates Foundation uses their money for good

The New York Times ran an interesting article recently on how the Gates Foundation is paying for positive and informative messaging on health and education in television.

As someone who works to improve queer women's health, I found this especially interesting: we are all competing for an individual's eye, ear and mind space through this myriad of advertising and public relations campaigns. People are identifying with brands as a reflection of their lifestyle quite deeply these days(the Tropicana debacle springs to mind).

Whether I'm using sex to sell a cell phone or a pap test, I'm still trying to influence behavior. So what does it mean for product placement to "go good?" Is it a strategic thing for us to monetize good behavior in the same way that cola placements are monetized? By purchasing time and scripts that encourage choices that build a better world, are we questioning the morality of the writers?

The practical part of me thinks that anything that tips the cards in the direction of good is positive. A series of small changes fuel big changes - movements are built moment to moment, person to person. Using these small moments that can have a big impact (like "ER" or "America's Next Top Model") will speak deeply to audiences that have already incorporated the show's characters into their lives.

However the ethical part of me (its small but still there) wonders. Thoughts?