Can a soap opera bring about social change?

There are places in the world where the success of a soap opera is measured not just in TV ratings, but in human lives. NOW travels to Kenya, where ambitious producers and actors hope one such TV show, "The Team," can help foster peace amongst the country's 42 official tribes.

During presidential elections two years ago, tribalism-influenced protests in Kenya left almost 1,500 dead and nearly 300,000 displaced. Tensions continue today over issues including extreme poverty and widespread corruption.

In "The Team", soccer players from different tribes work together to overcome historic rivalries and form a common bond. The hope is that commonalities portrayed in fiction can inspire harmony in the real world. Early reaction to the show's inaugural season is promising.

"I was very surprised to see how Kenyans want change, how they want to live in peace and the way the responded to us," Milly Mugadi, one of the show's stars, noted during a local screening. "There were people from different tribes talking about peace and how to reconcile with each other ... they opened up their hearts."

John Marks, whose organization Common Ground produces versions of "The Team" in 12 different countries, is cautiously hopeful. "You don't watch one of our television shows and drop your submachine gun," explains Marks, who says he was inspired by the influence of "All in the Family" on American culture. "But you can change the environment so it becomes more and more difficult to be in violent conflict."

Can this soap opera for social change really make a difference in stopping violence?