Académique Documents
Professionnel Documents
Culture Documents
The video called for viewers to unite and bring attention to Joseph Kony and the LRA.
The documentary went viral and set a world record for fastest video to 100M views. Can be seen here: https://www.youtube.com/watc h?v=Y4MnpzG5Sqc
Initial Reaction
100M+ views in 6 days Massive outpouring of support 500,000+ orders of action kits Celebrity support from Rihanna, Justin Bieber, Diddy, Ryan Seacrest, etc.
Critical Reaction
Intense backlash against organization and the campaign
Popular press articles written criticizing the organization and the campaign by most major news networks
Smear campaigns launched against Invisible Children leadership
Fallout
Website crashes
Results
2013 saw lowest revenue since 2005
Lessons
Start with the central message and ensure the whole team is on the same page
Resources
March 9, 2014 article: http://www.buzzfeed.com/jtes/two-years-afterkony-2012-has-invisible-children-grown-up March 26, 2014 article: http://www.theguardian.com/commentisfree/2014/mar/26/obamakony-2014-troops-bigger-conflict-uganda March 7, 2012 article http://www.huffingtonpost.com/michael-deibert/joseph-kony-2012children_b_1327417.html January 11, 2013 article http://www.news.com.au/world/remember-kony-2012-well- its2013-what-happened/story-fndir2ev-1226550575923