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Posts Tagged ‘Jason Russell’

Three Ways To Prepare For The Possibility Your Campaign Goes Viral

With Jason Russell, the co-founder of Invisible Children, (hopefully) resting after an episode that his wife says was “brief reactive psychosis,” the Kony 2012 campaign rolls on. Today we have word from CEO Ben Keesey and director of idea development Jedidiah Jenkins that a sequel is coming next week, which will provide an update on the LRA and the conditions on the ground in the places affected by its heinous acts.

This time around, with some help from the PR firm Sunshine Sachs, the group will likely be ready for any questions, responses, backlash, and positive reactions to the video.

Let’s hope no one is running around asking publicists and marketing pros to whip up a viral campaign. But sometimes, whether we expect it or not, that’s exactly what happens. Kony 2012 is the most viral video in history, so that sort of situation is unlikely to be duplicated for a long while. Still, after the jump, we have three tips to help campaigns of all kinds prepare for the possibility of spreading quickly, far, and wide.

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‘Kony 2012′ Campaign Goes Viral, Stirs Up Praise, Criticism

“Kony 2012″ was huge before we fully knew what it was. A campaign to raise awareness about a man wanted by the International Criminal Court who’s been on the loose for more than 20 years actually succeeded in doing that while also bringing both praise and criticism upon the organizing group. In less than five days.

Let’s start with the basics: a San Diego-based organization called Invisible Children released a documentary for the “Kony 2012″ campaign on Monday in an effort to bring widespread infamy upon Joseph Kony, leader of the Lord’s Resistance Army. The LRA rampaged across Uganda, kidnapping children and forcing them to commit atrocities. As a result, Kony is wanted by the ICC for war crimes and crimes against humanity.

Jason Russell, co-founder of Invisible Children, visited Uganda a decade ago, met a young boy, Jacob, who had been both a kidnapped member of the LRA and a victim of its horrendous cruelty; he watched as a member of the group murdered his brother.

Fast-forward and Russell has made a 30-minute video that has gone viral in a matter of days, leading to appearances on the Today show, awareness from government leaders and celebrities including Ryan Seacrest, lengthy coverage in The New York Times and other top-tier media outlets, and skyrocketing sales of the $30 “action kits” created for the campaign.

Though we know this well enough already, the first thing that we all marvel at is how fast social media makes things move.

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