Sunday, March 18, 2012

100 Million Viewers Can't Be Wrong - By Adam Finck

While Kony 2012 was being released, I was working with Invisible Children staff and community leaders in the Democratic Republic of the Congo (DRC) on civilian protection initiatives. I was astonished to see the view count climb into the millions. None of us expected that a 29-minute film about Joseph Kony would go viral -- or that the backlash would include criticisms that Invisible Children was unaware of the current location of his Lord's Resistance Army (LRA), when, in fact, our work has extended into currently affected regions of central Africa over the last two years.

What was perhaps most surprising to see in the wake of Kony 2012 was the misperception that the LRA are still in Uganda. Kony 2012 does portray the LRA's movement away from Uganda into the DRC, the Central African Republic (CAR), and South Sudan (minute 15:01), and a quick look at the LRA Crisis Tracker leaves no doubt about the LRA's current area of operation. Yet somehow the message in the film fell short of getting the point across. Perhaps it was due to the focus on a young Ugandan who was affected by the conflict, or perhaps it is driven by the unfortunate fact that only 20 percent of viewers actually watched the entire film, and the rest may have missed a few crucial details.

There has been much discussion about the video's impact in the days since Kony 2012 launched, but unfortunately almost none of the opinions have come from the three countries currently affected by the LRA. The insight of local leaders in the DRC, the CAR, and South Sudan has been largely excluded from the broader conversation, as has their viewpoint on the apprehension of LRA leadership in 2012, and it is clear that the discussion needs to expand.

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