50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Kony 2012. For more, see:http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 1
#Kony2012

2. Kony 2012
A film and online campaign by the non-profit Invisible Children. The
objective: Make Ugandan war criminal Joseph Kony known, to push for
his arrest and set a precedent for international justice.
Source : http://www.youtube.com/watch?v=Y4MnpzG5Sqc , http://www.kony2012.com/

3. Who is Joseph Kony?
Head of the guerrilla group LRA, Kony enjoyed support earlier but that
changed when he began abducting children to become sex slaves and
soldiers. In 2005, he was indicted for war crimes.
Source : http://www.bangkokpost.com/tech/computer/284110/who-is-joseph-kony ,
http://news.discovery.com/human/joseph-kony-120307.html

4. Most viral video in history
The 30-minute documentary crossed 100 million views on YouTube and
Vimeo in six days. #StopKony trended on Twitter and conversations
were sparked off on Facebook within hours of the video being posted.
Source : http://mashable.com/2012/03/12/kony-most-viral/ , http://facebook.com

5. Why did the video become viral?
The slick, controversial video played on human emotion. It is simplified
advertising that people relate to. It pulls the right emotional strings – joy,
dismay, shock. Tactical calls-to-action prompted people to share it.
Source: http://www.ndtv.com/article/world/who-is-joseph-kony-why-a-video-on-a-ugandan-
warlord-has-gone-viral-183847 , http://peopleslab.mslgroup.com

6. Celebrity and political backing
20 A-list celebrities and policy makers – who enjoyed credibility, reach
and influence – amplified the message on Invisible Children's request
across social media and asked people to act.
Source: http://latimesblogs.latimes.com/gossip/2012/03/kony-2012-which-20-celebrities-were-
targeted.html , https://twitter.com/#%21/justinbieber/status/177639273120530432

7. A sense of belonging
The campaign got people to engage, build a community and make a
difference collectively. Invisible Children involved viewers by asking
them to sign a pledge, get a Kony bracelet and action kit, and donate.
Source: http://invisiblechildrenstore.myshopify.com/,
http://justiceinconflict.org/2012/03/07/taking-kony-2012-down-a-notch/

8. Kony 2012 a scam?
Some said the campaign was misleading, pointing out Kony's six-year
hiatus and Uganda currently enjoying peace. Conspiracy theories –
funds irregularities and the US' sights on oil in Congo – were floated.
Source: http://www.facebook.com/WTFkony2012 ,
http://latimesblogs.latimes.com/gossip/2012/03/kony-2012-which-20-celebrities-were-targeted.html

9. Controversy increased virality
The controversy increased the campaign's virality online.
Invisible Children rebutted the major allegations on its website,
adding another chapter to the story.
Source : http://www.invisiblechildren.com/critiques.html ,
http://boingboing.net/2012/03/14/uganda-screening-of-kony-201.html

10. Aimed at the youth
The video is most popular with youngsters. Critics said the campaign
was targeted at the youth as they are oblivious of world affairs, easily
manipulated and more emotionally-driven than older people.
Source: http://www.ourkids.net/blog/kony-2012-youth-positive-activism-social-media-20128/ ,
http://www.youtube.com/watch?v=Y4MnpzG5Sqc

11. The word gets out quickly
The 'hidden agendas' are likened to those alleged after 9/11. It took
years for questions to be raised about 9/11, but the youth put Kony 2012
in the hot seat within a week, thanks to the information available online.
Source: http://www.youtube.com/watch?v=7DO73Ese25Y ,
http://boingboing.net/2012/03/14/uganda-screening-of-kony-201.html

12. Biggest international viral movement
The goal of making Kony a household name has been achieved. Earlier
viral movements were mainly local, but Kony 2012 become a talking
point worldwide, paving the way for more such movements.
Source: http://justiceinconflict.org/2012/03/07/taking-kony-2012-down-a-notch/ ,

13. People's verdict and information consumed
With doubts about the movement's legitimacy, social media will keep
throwing up conversations and information that influence people's
stances. Good research is important before picking a side.
Source: http://www.youtube.com/watch?v=k78xX9uwj-0 ,
http://mashable.com/2012/03/12/kony-most-viral/

14. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

15. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

16. Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

17. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

18. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com