It’s a campaign that’s more or less exploded on the internet (viral advertising done really well) with an incredibly powerful piece of film (the creative minds behind the film project have definitely done their job well.) Although there has been some criticism of Invisible Children, the charity behind the campaign, regarding how financially accountable they are, the wages of their leaders, and their true role and motives as a charity. Admittedly, the film (which can’t have been an inexpensive make) is so fantastically constructed that it may come across as exactly that – and the rather dominant role of Jason Russell within it comes across as a little vain and pompous. So maybe the charity itself isn’t as ethically transparent as charities should be, but maybe the charity isn’t what’s important, but the message (though whether the charity agree with that can be seen to be questionable). And communicating the message well is one of the key elements in any kind of campaign – and I have to say, though not quite as refined as some forms of advertising campaigns, the designs behind Kony 2012 do stick in the mind.
The logo, first off, is great. (The upside down triangle/hierarchy chart specifically), the communication of empowering the people a bold concept, and wonderfully executed and explained in the film. The following posters also have some conceptual merit – the historical reference to dictators, and the connotation of the current danger through the use of the red (though, stylistically, the clear Obama inspiration is maybe a little distracting from the concept, and could be considered attention-grabbing rather than anything else). The combination of party logos in the second piece is great (I believe the Republican and Democratic mascots – sorry for my British naivety if I’m wrong there!).
The video is definitely worth checking out, if you’ve managed to evade it so far. Either way, the message is clear, and good, and the campaign has done well to maintain that.