KONY 2012
VIRAL ADVOCACY CAMPAIGN | CAMPAIGN STRATEGIST
Contributions
Website and Digital Strategy
Online film distribution strategy
Digital advocacy engagement strategy
Digital fundraising strategy
E-Commerce Strategy
PR Crisis-Control
Project Description
Served as the Communication Director for Invisible Children leading up and during the Kony 2012 campaign. This included campaign strategy, digital strategy, communication team management and Public Relations liaison.
KONY 2012 was an awareness and advocacy campaign launched by Invisible Children, a nonprofit dedicated to ending the use of child soldiers in central Africa. At the crux of the campaign was a 30 min documentary film and rally. The campaign was designed to parody the 2012 U.S. presidential election and drive participants to speak out to their members of congress to ask for support of a Resolution that would guarantee US support of the ongoing efforts to prevent the use of child soldiers in the central African region. The Kony 2012 campaign became the most viral marketing campaign of its time.
Project Timeline: Jan - May 2012
Results
100 Million video views in 10 days
$32 Million general donations
100K+ physical action kits sold
International Press Coverage
