Named as "Stop Keny" video is going viral, from Youtube to Sina Weibo (Chinese Twitter). I am very surprised that even in our PR class, our Issue PR lecturer also asked us to discuss the magic video and learn from it. How come?
Generally this new campaign spreading across the Internet says it has one goal in mind: To bring to justice Joseph Kony, the Ugandan leader of the violent, child-recruiting Lord’s Resistance Army (LRA). The aim of Kony 2012 is to make the man famous, in order to raise support for his arrest by international justice. Thanks to the film-maker Jason Russel, now the video has provoked a heated discussion about its good and bad sides.
In my point of view, first I saw this video which reminded me of several key words: advertising, lobbying PR and celebrity endorsement. It is pretty obvious to see publicity is everywhere: leaflets, brochures and posters, and in the end, don't forget to donate money. As for lobbying PR, not only UN but Obama wrote a letter to the Stop Keny team in person, mainly to promote the campaign in a higher level. Besides, Many celebrities have already spoken out in support of the campaign such as Oprah Winfrey, Ryan Seacrest, Rihanna, Justin Bieber, George Clooney, Lady Gaga, Bono, Kim Kardashian, Diddy and Ian Somerhalder just to name a few.
But now it is a buzz, it seems that you have accessed Facebook, Twitter (# Stopkony), Google, Renren (Chinese Facebook) and Weibo, you should know Kony. Besides, tradition media also give it a go, the Guardian, the Huffington post, they are just a few name of a large media group. For this point, we can say that the campaign is successful, the immense media coverage makes the campain in the spotlight. It gains global awareness and get together with people from all over the world. Not many PR campaigns can do the same to achieve a wide range of audience worldwide and communicate so quickly.
However, it shows some bad news as well. Last month the co-founder has been arrested not for being releasing the video but for being drunk and masturbating in public due to high pressure, according to the San Diego Police Department. Even the picture above him and smiling African children is touching, it drops a dirty spot on the campaign because of his scandal.
Still, despite of his misbehavour, the campaign itself truly succeed, which is a sound example for PR people to watch and learn. As the group's Chief executive Ben Keensey said: "I understand why a lot of people are wondering is this just some slick, kind of fly-by-night, slacktivist thing? when actually it is not at all. It is connected to a really deep, thoughtful, very interntional and strategic campaign." Here it goes.
Reference:
The Washington post: Invisible Children responds to criticism about "Stop Keny" campaign
Here and Now, Kony 2012
3 News, Kony 2012 Campaign master baits police
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