1. Goal: The goal of the Kony 2012 campaign was to make African cult and militia leader, Joseph Kony, famous. The campaign aimed to highlight the LRA (Lord's Resistance Army) and its widespread violations of humanity including murder, rape, sex slavery, and child abduction. The idea was that if the public knew just how inhumane the actions of this rebel group and its leader were, they would want it stopped as well. After the American government nearly refused to show support of the campaign, the Invisible Children film aimed to use the modern technology surge to educate the public about this issue and create a reaction in the effort to stop it all. The campaign moved to where million of Americans spend their time: Facebook. Through millions of "likes" and shares on Facebook, the campaign exploded and became the fastest growing viral video of all time among people who were physically and typically mentally removed from the issue in a completely different country.
This article gives a pretty neutral account of the KONY 2012 campaign two years after the video went viral. It acknowledges the pitfalls that Invisible Children faced with not being ready to handle the backlash from viral videos both for their campaign as well as the Jason Russell naked meltdown. After interviewing Ken Berger, President of watchdog group Charity Navigator, the article paints the picture that despite their best efforts and high transparency rating, Invisible Children isn’t taking in enough revenue to counter their expenses. The article closes interviewing Jason Russell and talking about his concept of “working yourself out of a job”—working so hard to achieve the goal of catching Joseph Kony that you no longer have a job. When asked what would be next without Kony, Russell says that it is hard to achieve the authenticity that they had with the issue behind the Kony campaign, but that they would “reassess and then come back with something equally as powerful”.
Think Twice Before Donating to Kony 2012, the Charitable Meme du Jour
This article encompasses all of the negative criticism that Invisible Children and the KONY 2012 campaign received after the KONY video went viral. In addition to the author’s negative feedback, she quotes Visible Children, Foreign Affairs Magazine, Yale Professor Chris Blattman, and Vice and their respective viewpoints on various aspects of Invisible Children (dubious finances, exaggerated claims, support for military intervention, marketing tactics, and “Invisible Children staff are douchebags”, respectively). This article is the ultimate compilation of the negativity that continues to surround Invisible Children today, and helps to explain why they lost a lot of faith in their efforts as well as steam to their movement.
This article interviews Jason Russell and focuses on the aftermath of his naked meltdown and what lead to cause it. A much more personal approach to the story, this article looks to defend Jason Russell and Invisible Children and put the cause in a more positive light. It quotes ‘Charity Navigator’ but does not identify who it is quoting, which is interesting because the quotes seem to contradict the quote given by Ken Berger in the article by NPR. This article definitely helps the reader to sympathize with Jason and Invisible Children and sways you to put your faith back into their mission.
• Invisible Children attempts to change the behavior of LRA militants through various programs; LRA Crisis Tracker, Early Warning Radio Network, ‘Come Home’ Defection Messaging, Community Defection Committees, and Grassroots Advocacy
• These programs attempt to spread awareness to the LRA militants of Joseph Kony’s plot to cause havoc in central eastern Africa
• Through this awareness, Invisible Children hopes these displaced militants will return to their homes where they are welcome with open arms
•Invisible Children hopes to spread awareness to the world regarding Kony and the LRA militants
• Awareness from the inside out and outside in will hopefully diffuse the Kony’s reign
Price:
• LRA militants are asked to give up their current position within the LRA through the various programs mentioned above
• Invisible Children understand the human mind is complex and Joseph Kony possesses mind control over his militants
•The programs listed above are put into place in hopes of converting these combatants to regular citizens
• To all outside of Africa, it is possible to donate money, time, and effort through fundraising
• Fundraising consists of writing friends and families, utilizing social media, creating fun competitions and throwing parties all on behalf of the Kony initiative
Place:
• Invisible Children’s 2012 Kony initiative has spread awareness to the western world through internet and news on radio, television, newspapers, magazines and more
• Invisible Children has created various programs to help LRA militants free themselves from the reign of Joseph Kony through teaching, broadcast messaging, and mapping out LRA attacks
Promotion:
• Invisible Children promotes the Kony campaign via their website, social media and various news and media outlets
• To connect with current LRA members in order to dismantle Kony’s current operation radio, helicopters, broadcast messaging, and face to face interaction are all used Publics:
• Invisible Children’s primary audience is LRA militants→ Without control over militants, Joseph Kony regime is powerless
• Invisible Children’s secondary audience is the western world → Through the internet and various media platforms, making the public aware will help diffuse the LRA and help to take care of the primary audience
Partnership:
Potential Partnerships: • Save the Children • Peace Corps • Project Concern International • UNICEF • International Justice Mission • Missing & Exploited Children
Actual Partnerships: • The Resolve LRA Crisis Initiative • The Enough Project
Policy:
Programs Installed: • Community Defection Committees • ‘Come Home’ Defection Messaging • Grassroots Advocacy • LRA Crisis Tracker • Early Warning Radio Network • ‘Come Home’ Broadcasts
Invisible Children is attacking the North Africa Kony situation from both sides of the spectrum. They have implemented numerous plans to diffuse Kony’s regime within African boarders and have also spread awareness throughout the world. Altering the environment within Africa and from the outside will hopefully put an end to the LRA.
Purse Strings:
• Invisible Children receives its capital through donations
6. Suggestions: Moving forward, KONY should focus on the way they present themselves to the public. Their campaign received a lot of attention on the internet the way they had hoped but they were not as successful in creating a good image for themselves. Some ways they could improve is to implement some of these media power tools:
Value Messages- Instead of making the point that being successful with the campaign will put the KONY members out of a job, focus on making the message more positive for your audience.
Plain Folks- The KONY project should focus on creating an image of a campaign that is normal people trying to get something done instead of being selfish with the campaign.
Nostalgia- The campaign could try to gear its campaign towards adults by comparing the lives of the children in Uganda to the lives of their children to urge adults to donate.
1. Goal: The goal of the Kony 2012 campaign was to make African cult and militia leader, Joseph Kony, famous. The campaign aimed to highlight the LRA (Lord's Resistance Army) and its widespread violations of humanity including murder, rape, sex slavery, and child abduction. The idea was that if the public knew just how inhumane the actions of this rebel group and its leader were, they would want it stopped as well. After the American government nearly refused to show support of the campaign, the Invisible Children film aimed to use the modern technology surge to educate the public about this issue and create a reaction in the effort to stop it all. The campaign moved to where million of Americans spend their time: Facebook. Through millions of "likes" and shares on Facebook, the campaign exploded and became the fastest growing viral video of all time among people who were physically and typically mentally removed from the issue in a completely different country.
ReplyDelete4. News/PR: Summarize and link to THREE news articles about your SOCIAL MARKETING CAMPAIGN that report, raise questions, and/or encourage support.
ReplyDeleteThe 'Kony 2012' Effect: Recovering From A Viral Sensation
http://www.npr.org/2014/06/14/321853244/the-kony-2012-effect-recovering-from-a-viral-sensation
This article gives a pretty neutral account of the KONY 2012 campaign two years after the video went viral. It acknowledges the pitfalls that Invisible Children faced with not being ready to handle the backlash from viral videos both for their campaign as well as the Jason Russell naked meltdown. After interviewing Ken Berger, President of watchdog group Charity Navigator, the article paints the picture that despite their best efforts and high transparency rating, Invisible Children isn’t taking in enough revenue to counter their expenses. The article closes interviewing Jason Russell and talking about his concept of “working yourself out of a job”—working so hard to achieve the goal of catching Joseph Kony that you no longer have a job. When asked what would be next without Kony, Russell says that it is hard to achieve the authenticity that they had with the issue behind the Kony campaign, but that they would “reassess and then come back with something equally as powerful”.
Think Twice Before Donating to Kony 2012, the Charitable Meme du Jour
http://jezebel.com/5891269/think-twice-before-donating-to-kony-2012-the-meme-du-jour
This article encompasses all of the negative criticism that Invisible Children and the KONY 2012 campaign received after the KONY video went viral. In addition to the author’s negative feedback, she quotes Visible Children, Foreign Affairs Magazine, Yale Professor Chris Blattman, and Vice and their respective viewpoints on various aspects of Invisible Children (dubious finances, exaggerated claims, support for military intervention, marketing tactics, and “Invisible Children staff are douchebags”, respectively). This article is the ultimate compilation of the negativity that continues to surround Invisible Children today, and helps to explain why they lost a lot of faith in their efforts as well as steam to their movement.
Jason Russell: Kony2012 and the fight for truth
http://www.theguardian.com/world/2013/mar/03/jason-russell-kony-2012-interview
This article interviews Jason Russell and focuses on the aftermath of his naked meltdown and what lead to cause it. A much more personal approach to the story, this article looks to defend Jason Russell and Invisible Children and put the cause in a more positive light. It quotes ‘Charity Navigator’ but does not identify who it is quoting, which is interesting because the quotes seem to contradict the quote given by Ken Berger in the article by NPR. This article definitely helps the reader to sympathize with Jason and Invisible Children and sways you to put your faith back into their mission.
Product:
ReplyDelete• Invisible Children attempts to change the behavior of LRA militants through various programs; LRA Crisis Tracker, Early Warning Radio Network, ‘Come Home’ Defection Messaging, Community Defection Committees, and Grassroots Advocacy
• These programs attempt to spread awareness to the LRA militants of Joseph Kony’s plot to cause havoc in central eastern Africa
• Through this awareness, Invisible Children hopes these displaced militants will return to their homes where they are welcome with open arms
•Invisible Children hopes to spread awareness to the world regarding Kony and the LRA militants
• Awareness from the inside out and outside in will hopefully diffuse the Kony’s reign
Price:
• LRA militants are asked to give up their current position within the LRA through the various programs mentioned above
• Invisible Children understand the human mind is complex and Joseph Kony possesses mind control over his militants
•The programs listed above are put into place in hopes of converting these combatants to regular citizens
• To all outside of Africa, it is possible to donate money, time, and effort through fundraising
• Fundraising consists of writing friends and families, utilizing social media, creating fun competitions and throwing parties all on behalf of the Kony initiative
Place:
• Invisible Children’s 2012 Kony initiative has spread awareness to the western world through internet and news on radio, television, newspapers, magazines and more
• Invisible Children has created various programs to help LRA militants free themselves from the reign of Joseph Kony through teaching, broadcast messaging, and mapping out LRA attacks
Promotion:
• Invisible Children promotes the Kony campaign via their website, social media and various news and media outlets
• To connect with current LRA members in order to dismantle Kony’s current operation radio, helicopters, broadcast messaging, and face to face interaction are all used
Publics:
• Invisible Children’s primary audience is LRA militants→ Without control over militants, Joseph Kony regime is powerless
• Invisible Children’s secondary audience is the western world → Through the internet and various media platforms, making the public aware will help diffuse the LRA and help to take care of the primary audience
Partnership:
Potential Partnerships:
• Save the Children
• Peace Corps
• Project Concern International
• UNICEF
• International Justice Mission
• Missing & Exploited Children
Actual Partnerships:
• The Resolve LRA Crisis Initiative
• The Enough Project
Policy:
Programs Installed:
• Community Defection Committees
• ‘Come Home’ Defection Messaging
• Grassroots Advocacy
• LRA Crisis Tracker
• Early Warning Radio Network
• ‘Come Home’ Broadcasts
Invisible Children is attacking the North Africa Kony situation from both sides of the spectrum. They have implemented numerous plans to diffuse Kony’s regime within African boarders and have also spread awareness throughout the world. Altering the environment within Africa and from the outside will hopefully put an end to the LRA.
Purse Strings:
• Invisible Children receives its capital through donations
6. Suggestions:
ReplyDeleteMoving forward, KONY should focus on the way they present themselves to the public. Their campaign received a lot of attention on the internet the way they had hoped but they were not as successful in creating a good image for themselves. Some ways they could improve is to implement some of these media power tools:
Value Messages- Instead of making the point that being successful with the campaign will put the KONY members out of a job, focus on making the message more positive for your audience.
Plain Folks- The KONY project should focus on creating an image of a campaign that is normal people trying to get something done instead of being selfish with the campaign.
Nostalgia- The campaign could try to gear its campaign towards adults by comparing the lives of the children in Uganda to the lives of their children to urge adults to donate.