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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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