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Lessons From the Stop Kony Campaign

Despite the controversy around its accuracy, Invisible Children’s Stop Kony campaign offers lessons on the effective use of social media. Until last week, few people had heard of Joseph Kony. Thanks to the instant messaging power of social media, the West is now buzzing about the Stop Kony campaign. Produced by Invisible Children (a previously invisible NGO), the video aims to raise awareness about Central African warlord Joseph Kony, charged with being one of the world’s worst human rights violators.

By Patricia Dunn /

Stop Kony campaign | BCBusiness
While the Stop Kony campaign came under tough criticisms for its accuracy and finances, the initiative is a great example of the effective use of social media.

Despite the controversy around its accuracy, Invisible Children’s Stop Kony campaign offers lessons on the effective use of social media.

Until last week, few people had heard of Joseph Kony. Thanks to the instant messaging power of social media, the West is now buzzing about the Stop Kony campaign. Produced by Invisible Children (a previously invisible NGO), the video aims to raise awareness about Central African warlord Joseph Kony, charged with being one of the world’s worst human rights violators.

On Vimeo, the video has been viewed 16 million times, accumulating more than 21,000 likes and 1,200 comments. Add that to 72 million views on YouTube, and you have what could become Wikipedia’s definition of successful viral marketing.

The Stop Kony campaign has raised awareness about a cause that was, for the most part, way off everyone’s radar and highlights the power of social media. Here are five key lessons worth noting:

1. Tell a compelling story.

Despite the fact that the video runs for 30 minutes – the War and Peace of viral videos – people watched and shared it wildly because it had a compelling story. The video has a slick, professional production, but it’s the emotional appeal that hits home. It tells the story of Jacob Acaye, a Ugandan boy forced by the Kony regime to become child soldier. Telling the story from one person’s point of view helps humanize the message and gets the audience emotionally invested in the cause.

People love people stories – hence the enduring popularity of People magazine. When crafting your PR strategy, consider your people stories that will resonate with your target audience. 

2. Have a simple narrative.

Critics of the Stop Kony campaign charge the video oversimplifies the issue. While Uganda’s situation is complex, the video’s straightforward narrative helps people grasp what is at stake (Kony’s brutality toward Ugandan children).
PR professionals should take note – with many memes breaking out every day, crafting messages that are simple and straightforward are much more likely to connect with mass audiences.

3. Invest in social media.

Within a few hours of the video’s release, media were already questioning White House Press Secretary Jay Carney about Uganda (Kony who? Politicians were getting educated about Joseph Kony pretty fast). Invisible Children representatives were also making media appearances, with heavy news and blog coverage. Without social media, Invisible Children couldn’t have spread the word about Kony this quickly. Marketers and PR professionals should assess how social media can help amplify their messages. Define your goals and your audience, and then commit to engaging in social media.

4. Have a clear call to action.

Invisible Children’s campaign asked viewers to share the video and make Kony famous (or, more accurately, infamous). This clear and easy call to action is pivotal to the success of their campaign.

The video also urges viewers to contact prominent influencers such as Oprah, Rihanna and Bill O’Reilly to pressure them to speak out. Again, this message works – within a few hours, these celebrities are already tweeting and lending support for the campaign.

When writing blog posts or pitches to media, keep in mind the action you would like your audience to take. To be effective, clarify suggested next steps  (in this case, pass it on to politicians and celebrities).

5. Prepare for the worst.

As this campaign shows, viral videos can be a double-edged sword. On one hand, they help raise awareness about your organization – but they can also expose you to potential criticism.

Invisible Children had to answer criticism about the accuracy of their facts and about the way the non-profit handles its finances. The advocacy group responded swiftly, posting a blog post addressing critics’ accusations and clarifying its finances through an infographic.

All organizations need to have a crisis communication plan to prepare them for troubling scenarios. And given how fast word travels these days, having a plan is more critical than ever. We haven’t seen Invisible Children’s internal plan, but it probably included messages and stats that responded to critic’s allegations; tactics that included sending info to famous supporters who could in turn support and spread their message, and victims who could authenticate the charges against Kony.

In summary, Invisible Children had a message that resonated and a solid plan to deliver that message. As compelling as their video is, the organization wouldn’t have been so stunningly successful if they hadn’t been prepared in advance with a PR plan that detailed tactics, targets and messages. Kudos to all involved.