Kony 2012 is going to be cited forever as an example of virality and using media to build awareness about complex global issues. But it will also serve as a warning: as the video became popular, Invisible Children—the organization devoted to finding and capturing Lord Resistance Army Leader (LRA) Joseph Kony—came under increasing scrutiny and criticism for its beliefs and tactics. Since a large part of what they do is make slick videos, Invisible Children has come back with a new video that directly addresses many of the complaints people had with Kony 2012.
Someone you won’t see in this video, co-founder Jason Russel. After his much publicized breakdown on the streets of San Diego, he’s been replaced as narrator by Invisible Children’s CEO Ben Keesey, who takes us through the video, giving the organization’s point of view.
Javan Van Gronigen of Fifty & Fifty, the firm behind Kony2012, talks about building the campaign to withstand a boom, a backlash, and a bust.
"There was a lot of celebrating when the film started to get such attention. It then quickly moved into strategy as the numbers became alarming. Orders for Action Kits kept coming in and donations were adding up and everyone quickly realized that the organization and its’ strategy for the year had to change quickly."