The 2012 Kony movie has been watched more than 70 million times and it has been shared all over Facebook and Twitter with the hashtag #StopKony, #kony2012 and others.
How the Kony video went viral so quicky?
The three young filmmakers involved in Invisible Children non profit organization have been using film and activisim for years.
This organization has already produced and socially distributed 11 films over the years, and has a strong base of followers to begin with on Facebook, Twitter and its YouTube channel.
Key points in this social media campaign:
- Strong networks of young people, passionate, active on social media, structurally disconnected from one another.
- Video narratives to engage people emotionally.
- Action messages that can be encapsulated into a tweet.
Sample: Premiere KONY 2012 understanding that where you live shouldn’t determine whether you live. ow.ly/9sQkd
- Getting people to enlist celebrieties on Twitter, including Oprah Winfrey and others with large followings, to help get out the word about the film.
@Oprah: Thanks tweeps for sending me info about ending #LRAviolence . I am aware. Have supported with $'s and voice and will not stop.#KONY2012
@RyanSeacrest Was going to sleep last night and saw ur tweets about #StopKony...watched in bed, was blown away. If u haven't seen yet on.fb.me/zClYoj
@justinbieber it is time to make him known. Im calling on ALL MY FANS, FRIENDS, and FAMILY to come together and #STOPKONY - youtu.be/Y4MnpzG5Sqc
- Easy messages like joining the hunt. Easy goals like raising awareness about Kony (in the hope it might keep pressure on Ugandan government official and U.S. advisers who are trying to hunt him.)
Let's say that you are participating in a worldwide manhunt just clicking on share, wearing a bracelet or pledging a donnation. It's cool. It does not requiere a big effort.
- Mainstream support. ABC, CNN, NBC, CBS... all the networks run stories. The White House press secretary said President Obama extended congratulations to the people who mobilized to promote a viral Web video about the atrocities of Joseph Kony.
It is worth noting that this hightly successful campaign has generated a social media backlash and serious questions about whether Invisible Children oversimplified its message to get people engaged and get easy money, and even questioning that last year only 32 percent of the $8 million of the organization went to charity services). Naturally, Invisible Children struck back, defending its practices in a statement.
(I downloaded the so called Kony2012 digital kit and I'm posting above some of their graphics).