let me tell you what to do." >> jeffrey skoll: i think we all have a danger... >> rose: arrogance... : ...of feeling like we know the answers. and the reality is we don't. >> rose: but that doesn't keep skoll from trying. in addition to his more traditional charitable giving, in 2004, he started the for- profit media company participant, to make movies that promote his philanthropic goals. and the purpose of the movies is what? awareness is one. >> skoll: to create entertainment that inspires and compels social change. and so whether that is climate change or dolphin hunting in japan or dealing with drug sentencing laws, every film we do has a purpose and it has a social action campaign associated with the movie. and we try to get people involved in the issues of the movie to try to make a difference in those issues. >> rose: but the problem with all of this may be that it shows how quickly charity can cross over into advocacy. take the 2011 movie "contagion." skoll took what he'd learned through his charitable work in pandemics and funded a movie to warn people that a virus could kil