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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 ruhatd@internetbar.org @ ruhatd. The Campaign. Main Elements. Personalize & emotionalize Simplify Alternate positivity & emergency

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The Next 27 Minutes Are An Experiment

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  1. The Next 27 Minutes Are An Experiment Thoughts On the Fallout of Kony 2012 Ruha Devanesan Executive Director, Internet Bar Organization ruhatd@internetbar.org @ruhatd

  2. The Campaign

  3. 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

  4. Personalizing Human Connections

  5. Personalizing Human Experiences

  6. Personalizing Foreign Conflict

  7. Personalizing Foreign Conflict

  8. Personalizing Foreign Conflict

  9. Simplifying Foreign Conflict

  10. 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

  11. Integrating Physical Goods

  12. Integrating Offline Gatekeepers & Intermediaries

  13. Integrating Offline Events

  14. 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

  15. 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

  16. 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

  17. Visibility of LRA Conflict

  18. Visibility

  19. Political Action

  20. Programmatic Success

  21. Model for other human rights/humanitarian campaigns

  22. 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.

  23. Follow Up Videos

  24. More Context

  25. Multinational Action Tools

  26. Replicability & Improvements • Personalize & emotionalize • Simplify but create gateways • Alternate positivity & emergency • Integrate mainstream media & offline tastemakers (celebrities)

  27. 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

  28. Ruha Devanesan Executive Director, Internet Bar Organization ruhatd@internetbar.org @ruhatd Thank You

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