Heroes touch our hearts, fill us with admiration, and make us reconsider our view of the world. Now more than ever, we all need heroes to get us through these times. Join Al Roker and his guests as they discuss how "hero" storytelling attracts audiences, turns fans into customers, improves brand engagement, and communicates social goodwill. View More

Al Roker knows heroes. As the iconic host of TODAY, Al has interviewed and profiled a lifetimes' worth of everyday heroes. Through his 40+ year broadcasting career, Al knows what it takes to effectively communicate heroic stories and employs this approach through TV show development and social impact branded content at Al Roker Entertainment. In this session, Al talks to Michael Dunn, Exectuive Vice President with Rogers and Cowan PMK, Susan Jin-Davis , Social Impact Officer with Al Roker Entertainment, and Katherine Pummill, Senior Vice President of Branded Content and Partnerships at We Are The Mighty, and presents effective examples of "Hero" content, designed to tell compelling and authentic stories while also building brand affinity and calls to action. Key takeaways are best practices and examples for producing and activating social good branded entertainment that spotlights everyday heroes, engage audiences, and foster communities of inspired brand champions. View Less