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KONY 2012 : CAUSE RELATED VIRAL MEDIA : CASE STUDY

I am interested in this story for 2 reasons 1. It seems to be a great example of CONTENT CONNECTS & 2. Are we seeing the first globally organized viral media campaign. We are going to approach this story from a Jedi media analysts perspective and not get carried away just by the emotion of the content.

 OK here is what we know :

1. A video on You Tube goes viral with 27.6 million hits (+ 12m on vimeo) about a war lord in Uganda who allegedly has committed crimes against humanity, especially children by abducting them into his army.

2. A freelance documentary film maker makes a cause related video to bring the worlds attention to this injustice.

3. A global media campaign is initiated to make this unreported event a breaking news event by using social media to communicate the plight the of these children.

4. To make this criminal famous in the western media culture sense of the word in 2012 is the goal of the  invisiblechildren website . It is expected that if he is recognized and exposed he will be caught.

20 culture shapers & 12 US policy makers are picked to turn this campaign into a mission of action. The goal the arrest and trial of Kony.

 Here is the video : To be discussed.

Now i have to say having seen this film i do have some reservations about the Invisible Children narrative approach to this subject, which is in part articulated by this report from Ethan Zuckerman – Unpacking Kony 2012  As a follow up we need to discuss the issue of simplifying narratives to gain media attention, but in this case it may be an action mobilizing method.

What is undeniable is the information content in this video is globally important in bringing about change in the lives of children who are in danger. There is no debate about this, something must be done.

From a media point of view we can also learn from this campaign how viral media marketing can work for other important issues, ie your Rooftop Eco Project.

 Yahoo News Trending Now, ran this report last night on the CEO of Invisible Children re criticisms about their organization and treatment of the story.

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