If you are connected to the social media world, chances are you have recently viewed the KONY 2012 video. The media buzz regarding KONY 2012 started with a YouTube documentary about a Ugandan warlord, which was created by the non-profit Invisible Children and resulted in the most viral video of all time (according to Mashable).
Since its initial release, this video has stirred up much controversy. There are many who stand behind the cause and are eager to be apart of this unique and nontraditional movement, while others are hesitant or altogether against the campaign, stating that the overall movement may do more harm than good. Additionally there have been recent negative developments regarding Jason Russell, the film’s creator and narrator, in addition to scrutiny about how Invisible Children has spent their funds.
Regardless of whether or not you agree or disagree with what the film stands for or what the entire KONY 2012 campaign is about, there are several communications and PR efforts the 30-minute documentary did right:
Positivity – Although the video goes into detail regarding how horrific the situation in Uganda is, when soliciting the viewers for help, the narrator remains focused on many of the positive efforts that have been made. It highlights the problems this cause has faced, but it also emphasizes it’s successes as well. This approach is helpful in making the viewer want to be apart of an exciting movement as opposed to trying to guilt the viewer into action.
All Inclusiveness – One of the main logos for the campaign is composed of an elephant representing the Republican party and a donkey representing the Democratic party with their heads united. This effectively communicates that the KONY issue is not associated with either party, but is an issue everyone should be concerned about regardless of their political affiliation.
Human Connections – The video uses the relationship and dialog between narrator Jason Russell and his son to allow the viewer to feel like they get to know the narrator and his son. This adds to the overall sense of trust of what the narrator is saying about the issue.
End Date – If you haven’t yet watched the video, the narrator states, “This movie expires in December 2012.” By putting an end date on the call to action, it promotes a sense of urgency to get something done and forces the viewer to act on the empathy they feel on this issue. This is particularly meaningful on world issues when many may feel that their small bit of activism or giving may not make much of a difference. It also provides a definite and measurable goal.
Specific and Clear Calls to Action – Even though the video is a whopping thirty minutes long, it gives very specific calls to action. After attempting to explain the very complicated problem and catching the viewer up with what has been done so far, it states that the very least you can do is to share this video.
Didn’t Request Much Action – It emphasizes that at the very least you can share this video. Statistically speaking, if one in one hundred people took action by contributing money to the cause or purchasing and using an “Action Kit,” the likelihood that many of the other 99 will share the link substantially increases the potential number of activists and donors. So by giving those who do not donate or act a simple way to assist will expand the number of potential donors and activists as well as enlist them as supporters.
Whether or not you agree with the issue at hand, it is clear that this video is a testament to what social media is really capable of. What are your thoughts on the communication tactics incorporated into the KONY 2012 campaign?
A Blog by Cassidy Davis 