Kony 2012 (officially KONY 2012 or Kony2012) is a short film produced by Invisible Children, Inc. (authors of Invisible Children). It was released on March 5, 2012.The film's purpose was to promote the charity's "Stop Kony" movement to make African cult and militia leader, indicted war criminal and the International Criminal Court fugitive Joseph Kony globally known in order to have him arrested by the end of 2012,[6] when the campaign expired. The film spread virally. As of 17 October 2012, the film had over 97 million views on video-sharing website YouTube,[10] and over 21.9 thousand "likes" on Vimeo,[11] with other views on a central "Kony 2012" website operated by Invisible Children. The intense exposure of the video caused the "Kony 2012" website to crash shortly after it began gaining widespread popularity. A poll suggested that more than half of young adult Americans heard about Kony 2012 in the days following the video's release. It was included among the top international events of 2012 by PBS and called the most viral video ever by TIME.
The campaign resulted in a resolution by the United States Senate and contributed to the decision to send troops by the African Union. The film also called for an April 20 world wide canvassing campaign, called "Cover the Night". However, in the wake of controversy regarding the project's legitimacy, as well as publicized accounts of the film's director Jason Russell's psychological instability, interest in the movement largely waned. On April 5, 2012, Invisible Children released a follow-up video, titled Kony 2012: Part II – Beyond Famous, which failed to repeat the success of the original.
Campaign
Wherther good or bad in purpose, the branding behind the Kony 2012 [rpject was the main reason that it had such global success. It used modern ways of connecting with the masses, such as social media and youtube, to make their message go global. By doing this, it helped them grow into a massive organisation.
Brand Campaign
The actual brand campaign in itself used very strong visuals and propaganda if you like. I will take influence from this when trying to generate propaganda for the masses throughout my brand. It was executed perfectly from the brand and logo through to the colours scheme and design.
They use various promotion clause to gain global dominance and to make sure they got seen. They gave away these free shirts to the public to make all the members within the groups form a 'sea of red'.
Leave your comment