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

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

  • 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 Experiences


Personalizing Foreign Conflict


Personalizing Foreign Conflict


Personalizing Foreign Conflict


Simplifying Foreign Conflict


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 Offline Gatekeepers & Intermediaries


Integrating Offline Events


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


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

  • 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


Political Action


Programmatic Success


Model for other human rights/humanitarian campaigns


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


More Context


Multinational Action Tools


Replicability & Improvements

  • Personalize & emotionalize

  • Simplify but create gateways

  • Alternate positivity & emergency

  • Integrate mainstream media & offline tastemakers (celebrities)


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


Ruha Devanesan

Executive Director, Internet Bar Organization

[email protected]

@ruhatd

Thank You


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