Whenever I watch TV, I can’t help but feel a little bit guilty. Should I be cleaning my room? Should I go for a run instead? At times like these, I wish I were in South Africa, where TV programs educate the public and promote social change.

In the greater Johannesburg area of South Africa, about 9 million citizens struggle to stay out of debt. These individuals lack access to financial education, and are often susceptible to dishonest lenders offering shady loans. Taking out one of these loans may seem like a life-saving option to someone in poverty, but oftentimes high interest rates increase debt in the long run.

The producers of a local soap opera called “Scandal!” decided to tackle this issue with the help of the World Bank. With over 3 million viewers watching the show daily, the two groups recognized an opportunity for positive messaging.

“[Viewers] are hungry for knowledge; they are extremely open to it and eager,” said Ilse van Hemert, the producer of “Scandal!”. “So when we discovered that, we started using soap as a medium for social change.”

#Scandal! & TheWorldBank embarked on an initiative to educate us about debt. Remember Maletsatsi’s debt issues? http://t.co/pBkyE0gTjI

— Scandal! (@etvScandal) May 10, 2013

Over the course of 26 episodes, the show’s main character falls into debt and seeks out community resources that allow her to regain financial control. Check out the actresses’ perspective on the impacts of debt at 2:31.

I’m glad that a fictional character was able to solve her money troubles, but what about actual viewers?

To create the most real-world impact possible, the phone number of a debt mediation agency was included at the end of the show. The hotline received a 300% increase in calls, and the agency continued to experience higher phone traffic for three months after the season of “Scandal!” ended.

Once receiving a call, agency employees can negotiate on behalf of indebted individuals to reduce repayments, or field complaints regarding dishonest creditors. If on-screen role models can encourage people to reach out to community resources, what other social issues can be targeted through TV? I would personally love to see my favorite cooking shows educating people about food waste and donations.

Financial education is a crucial step in eliminating poverty. So don’t underestimate soap operas (or change the channel).