Jason Russell

Invisible Children’s “Kony 2012” video achieved over 100 million views with its plea for mass support for the ongoing effort to apprehend Joseph Kony, leader of Uganda’s Lord’s Resistance Army and a notorious exploiter of child warriors. Invisible Children had a “Cover the Night” event on April 20, in which supporters plastered posters calling for continued support for the U.S.-assisted manhunt in East Africa. Thus, “Kony 2012” and “Cover the Night” provided an interesting case study on the efficacy of social media for not only organizing events but also for inspiring real commitment. 

If you’ve spent any time at all on Twitter and Facebook during the last week or so, you’ve undoubtably heard about KONY2012. The campaign by the nonprofit advocacy group Invisible Children centered around Joseph Kony, the Ugandan warlord and leader of the Lord’s Resistance Army, a guerrilla group with a long and violent history that includes the kidnapping of children. With striking and dramatic imagery and Hollywood-style editing, the campaign video presents an utterly compelling message in the age of “social” media: by simply clicking “share,” you can make a difference in the world. And “share” the world did …

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