Analysis of Kony 2012 Campaign

Topics: Lord's Resistance Army, Uganda, International Criminal Court Pages: 3 (786 words) Published: October 21, 2012
Campaign: Kony 2012

Short versions: (this may be a stronger version)

1. Why we are choosing this one:

This was a very successful campaign. Most of our group had heard about the Kony campaign and have shared with more than one friend; thus it was a successful viral marketing campaign.
The statistics show that 112 million people viewed this video in one week.

2. The Message
Targeted towards people who are obliged humanitarian causes. Help create awareness of the campaign, which is to imprison Kony by December 2012 with the help of aid from foreign and Ugandan governments. To do this, they were selling products and promoting a “Cover the Night” day in which individuals who wear/post/display their products.

The video tells you to make these purchases in order to help fight Kony, there are links to the website from the video and so the purpose of the campaign was very clear and relevant.
The Messenger is Jason Russell who is the co-founder of Invisible Children. The film’s purpose is to promote the charity’s “Stop Kony” movement to make Ugandan cult and militia leader Joseph Kony known to the international world in order to have him arrested by December 2012. Joseph Kony is already an indicted war criminal in the International Criminal Court.

Environment – right time and right place. People are interested in this type of cause and it is popular to be a humanitarian right now. It was spread through YouTube, Facebook and Twitter. People feel good sharing this type of information; it makes the Sender feel as though they are helping a good cause and so they feel good.

The result
It was a triumph in that it has been viewed by more than 92 million people on YouTube and 20 million more on Vimeo, so well over 112 million people by the end of the first week. This is the same amount of people who...
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