In 2012, a nonprofit organisation named Invisible Children utilised the power of social media to publish a half hour video urging grassroots campaigners to support the fight against African war lord Joseph Kony.
The YouTube video was a resounding success, reaching 100,000 views in less than a week. Invisible children had successfully utilised social media to create an awareness campaign and in the process raised $31.94 million USD to help put an end to the atrocities being committed by Kony and his army.
The social media campaign also exploded on Twitter and Facebook. Media Scholar Danah Boyd told The New York Times that the campaigners utilised Twitter to “create narratives that can be boiled down to 140 characters while still engaging people emotionally,”.
The Kony 2012 campaign was successful in making Joseph Kony Famous. The mobilisation, coordination and integration of the campaign enabled by constant sharing and connecting on social media the group was able to create was a heightened awareness about Kony within the global community.