Joseph Kony is a warlord in central Africa who forces the children he kidnaps to become child soldiers or sex slaves. And NGO Invisible Children wants to make him famous for it.
Invisible Children believes that simply making people aware of Joseph Kony will cause people to take action and bring him to justice. Their tactics include utilizing social media platforms such as Facebook, Twitter and Youtube in combination with underground media (posters, fliers and campaign lawn signs).
What’s exciting about them, however, is that they’re finding lots of success in the social media space. They’re succeeding where so many marketing, PR and social media firms fail. As far as I know, their success is a result of their message and their relationship with key influencers such as Rihanna, George Clooney and Justin Bieber.
I hope more details surface about Invisible Children’s success in social media. I’m sure whatever they did to gain recognition in the space will be the subject of case studies by PR professionals and others making their living in social, and I’m excited to see how an NGO can leave its mark on an industry I’m involved with.
For more information about the campaign, check out their website, Twitter feed and YouTube channel. Also, give their Facebook page a visit and pay attention to how they used Facebook’s timeline feature.
The Washington Post has an excellent article breaking down how Invisible Children connected with key influencers to help make their campaign viral.