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Library/Campaign/Kony 2012
Grade B23 sourcesHIS-01477

Kony 2012

Campaign · 2012 · Notable

53Editable slideCertificate

Invisible Children’s campaign reached 100 million views across online clips.

Original · Invisible Children / Jason Russell
Clip · Invisible Children on YouTube
Kony 2012 posters on a fence; Commons photograph under CC BY-SA 3.0.
Uncommon fritillary / Wikimedia Commons
KONY 2012
Invisible Children on YouTube
Kony 2012
Unknown author / CC BY 2.5 / Wikimedia Commons
Kony screening provokes anger in Uganda
Al Jazeera
This picture made available 24 May 2006
Time
VIDEO: 3.7 Million KONY 2012 Pledges Delivered | Invisible Children
Invisible Children
KONY 2012: Part II - Beyond Famous
Invisible Children on YouTube

Spread Score

How it works
Reach74Contagion30Breadth70Velocity65Longevity753

Numbers

YouTube seed only, Oct. 8; top-ten derivatives unavailable
93M
As of Oct 8, 2012 · YouTube · YouTube
Seed to observed peak
2 days
Mar 5 ’12 to Mar 7 ’12
Platforms
6
Started on YouTube
Origin
Seeded
Politics & civic

Mechanics

  • Celebrity amplifierPrimary
  • Platform jump
  • Press loop
  • Controversy
  • Political adoption

How it spread

Trace the origin

Invisible Children released a film and solicited celebrity shares. YouTube reported a first-week viewing peak. The campaign passed 100 million views in six days, but Cover the Night drew sparse crowds; the charity later reported $12.6 million in net proceeds.

Observed peak within the documented measurement window; not an all-time maximum.

Google searchesJan ’12MarAprMayJulSepDecMay ’13OctMay ’14OctObserved peakYouTubeFacebookXPressTVOpen web
YouTubeFacebookXPressTVOpen web

13 more events on this chart

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Timeline (16)

  1. March 2012

    Invisible Children seed · Mar 5 ’12

    Invisible Children released KONY 2012 on YouTube and asked viewers to make Joseph Kony famous.[1][2][3]

    KONY 2012
    Open the first post ↗

  2. Causes members platform jump · Mar 6 ’12

    A Causes appeal reached an existing Facebook community, which pledged and donated.[4]

  3. Oprah Winfrey platform jump · Mar 6 ’12

    Oprah shared the film after campaign outreach asked supporters to contact celebrities.[5][4]

    9.6M followers

  1. press · Mar 7 ’12

  2. observed peak · Mar 7 ’12

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Why it worked

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Origin
Seeded
Sector
Politics & civic
Region
US
YouTube seed only, Oct. 8; top-ten derivatives unavailable
93M
As of Oct 8, 2012 · YouTube · YouTube
Evidence
Grade B

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