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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
The Next 27 Minutes Are An Experiment

Thoughts On the Fallout of Kony 2012

Ruha Devanesan

Executive Director, Internet Bar Organization

[email protected]

@ruhatd



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








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





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







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.





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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