The next 27 minutes are an experiment
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The Next 27 Minutes Are An Experiment. Thoughts On the Fallout of Kony 2012. Ruha Devanesan Executive Director, Internet Bar Organization [email protected] @ ruhatd. The Campaign. Main Elements. Personalize & emotionalize Simplify Alternate positivity & emergency

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The Next 27 Minutes Are An Experiment

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The next 27 minutes are an experiment

The Next 27 Minutes Are An Experiment

Thoughts On the Fallout of Kony 2012

Ruha Devanesan

Executive Director, Internet Bar Organization

[email protected]

@ruhatd


The campaign

The Campaign


Main elements

Main Elements

  • Personalize & emotionalize

  • Simplify

  • Alternate positivity & emergency

  • Integrate mainstream media & offline tastemakers (celebrities)

  • Integrate offline events & physical ties to the cause

  • Invoke time-sensitivity

  • Integrate ‘easy to achieve’ calls to action


Personalizing human connections

Personalizing Human Connections


The next 27 minutes are an experiment

Personalizing Human Experiences


The next 27 minutes are an experiment

Personalizing Foreign Conflict


The next 27 minutes are an experiment

Personalizing Foreign Conflict


The next 27 minutes are an experiment

Personalizing Foreign Conflict


The next 27 minutes are an experiment

Simplifying Foreign Conflict


Ic s calls to action

IC’s Calls to Action

  • Forward the link of the video

  • Buy the Kony Kit

  • Donate larger sum to Kony campaign

  • Write to celebrities and policymakers

  • Cover the night


Integrating physical goods

Integrating Physical Goods


Integrating offline gatekeepers intermediaries

Integrating Offline Gatekeepers & Intermediaries


Integrating offline events

Integrating Offline Events


Critiques

Critiques

  • Over-simplification of facts, context & desired outcomes

  • Predominantly Western-centric

  • Commercialization of conflict

  • Appeal to emotions rather than thought-provoking or imparting knowledge

  • Intervention & militaristic focus of solution


Critiques1

Critiques

  • Vilification of one actor/group

  • Exclusion of local voices in the narrative and/or use of Western narrator

  • Financial critiques

  • Mental breakdown & public arrest of the film’s director


Positive outcomes

Positive Outcomes

  • Increased visibility of otherwise ‘invisible’ conflicts with otherwise foreign affairs myopic audiences

  • Model for other human rights/humanitarian campaigns

  • Kony 2012 Campaign’s Response to Criticism


Visibility of lra conflict

Visibility of LRA Conflict


Visibility

Visibility


Political action

Political Action


Programmatic success

Programmatic Success


Model for other human rights humanitarian campaigns

Model for other human rights/humanitarian campaigns


Invisible children s reponses to criticism

Invisible Children’s Reponses to Criticism

  • Mental breakdown of co-founder Jason Russell

  • Follow-up videos

  • More context-specific conflict management tools

  • More comprehensive action steps for US-based audiences

  • More multi-national and regional focus for political advocacy, as opposed to solely US focus.


Follow up videos

Follow Up Videos


More context

More Context


Multinational action tools

Multinational Action Tools


Replicability improvements

Replicability & Improvements

  • Personalize & emotionalize

  • Simplify but create gateways

  • Alternate positivity & emergency

  • Integrate mainstream media & offline tastemakers (celebrities)


Replicability improvements1

Replicability& Improvements

  • Integrate offline events & physical ties to the cause

  • (Invoke time-sensitivity)

  • Stay relevant to needs on the ground

  • Integrate ‘easy to achieve’ calls to action

  • There’s no shame in the pivot


Thank you

Ruha Devanesan

Executive Director, Internet Bar Organization

[email protected]

@ruhatd

Thank You


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