Posted by emalouisethompson
It’s been several weeks since the KONY 2012 video became the biggest viral campaign, with over 100 million views.
I watched it and was moved by the story but wondered whether awareness is enough? What about the onward journey? How does this video help Invisible Children continue its work?
What did it do well
– they told a story and millions of people were then connected by retelling that story
– they raised brand awareness, how many people knew about Invisible Children?
– the use of social media to promote this campaign
What it did not so well
– the cost of producing such a slick video is supposed to be $700k
– and when they received criticism they did not use social media to reply to these issues
In the week following the success of the video Invisible Children received great criticism, much has been made that only 32% of $8.6m riased last year went to Uganda, that the film was made in 2003 and then the film maker was arrested. Different stories about how much they raised, less than a dime per view or $15m from the packs. Such criticism was received that a Google Search for Invisible Children result 1 was a dedicated blog for the Kony criticism rather than their main website or even the Kony microsite.
No-one can deny that this video raised awareness but awareness of KONY or awareness of the charities spending!