KONY 2012?


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.

kony blog

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.


One thought on “KONY 2012?

  1. Can’t believe I didn’t think of the KONY 2012 campaign, it’s probably one of the best recent examples of a widespread, large-scale social media campaign, although they appear to have downsized significantly in 2014 due to a lack of funds.

    Although they did make Joseph Kony famous, I feel as though Invisible Children’s campaign was only a partial success. They managed to mobilise and coordinate their campaign well through social media but after the initial surge of donations everything seemed to die down slowly and unfortunately the general public seems to have lost interest.

    Here’s an article on the “dissolving” of Invisible Children.


Comments are closed.