One of my kids came to me all worked up about the rapidly-going-viral, must-see video Kony 2012 (here’s the link on YouTube. Warning: half-hour length).
In short, this video is part of an orchestrated campaign to bring an unsavory African guerrilla leader (Joseph Kony) to justice. He is the one you may have heard about that kidnaps children and turns them into his soldiers. His track record as a scourge on the earth is well-established, but according to Invisible Children (the organization who made the video), he is not nearly well-known enough. The campaign aims to fix that.
I almost never watch 30-minute on-line videos, but I did see this one through. It is well-made, with solid production values, a well-constructed story-line, emotional appeal, and a big dose of aspirational involvement – viewers are urged to become part of something big, something ground-level. My guess is that it’s going to work as an attention-generating campaign.
So – is there a downside?
I’m not sure yet. Who could be against capturing Joseph Kony? Sounds like a noble cause – but the storyline of the video seems just a bit slick, the hype level a bit over the top. My vague unease about the whole thing finds some reinforcement in a few scattered Internet postings about the organization (go ahead and Google it), and with this level of exposure, I’m sure that the goals, and practices, and people behind Invisible Children will be much more intensively vetted in the coming days. There will be fact-checking. I hope that they won’t be found to be (mere) attention-grabbing mercenaries of media promotion. I don’t want to be cynical, but I’ve been around the block a few times. Where there’s fund-raising, there’s always potential danger lurking. And sometimes, when we jump very quickly on a convincing-sounding bandwagon, we later realize that a bit more prudence was advisable.
The little blond son (Gavin – see picture above) of the filmmaker makes the production, by the way. Very cute, and very effective.
As far as effective media production and promotion – give these guys a high grade. Another high grade for a creative campaign concept. As far as what we’ll see in the full light of day as more information comes out – here’s hoping.
And it’s doubtful that anyone will mourn if Joseph Kony is actually captured!
Update: The Invisible Children folks respond to a number of the criticisms/questions that have arisen.
Update: The campaign is now making news in traditional media outlets, like the NY Times.
Update: My friend Amy Fitch touches on one aspect of this phenomenon that has been quite remarkable – how many of us learned of this video from our kids.
Hire Steve Woodruff as your Brand Therapist
Recent posts on Connection Agent:
>> How the Exit Door Can Improve Results
>> Cattle Disguised as People
Please feel free to subscribe to the Connection Agent blog via Reader (RSS) | via e-mail