People’s Insights Volume 1, Issue 11 : Kony 2012


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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:

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People’s Insights Volume 1, Issue 11 : Kony 2012

  1. 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 1#Kony2012
  2. 2. Kony 2012A film and online campaign by the non-profit Invisible Children. Theobjective: Make Ugandan war criminal Joseph Kony known, to push forhis arrest and set a precedent for international justice.Source : ,
  3. 3. Who is Joseph Kony?Head of the guerrilla group LRA, Kony enjoyed support earlier but thatchanged when he began abducting children to become sex slaves andsoldiers. In 2005, he was indicted for war crimes.Source : ,
  4. 4. Most viral video in historyThe 30-minute documentary crossed 100 million views on YouTube andVimeo in six days. #StopKony trended on Twitter and conversationswere sparked off on Facebook within hours of the video being posted.Source : ,
  5. 5. Why did the video become viral?The slick, controversial video played on human emotion. It is simplifiedadvertising that people relate to. It pulls the right emotional strings – joy,dismay, shock. Tactical calls-to-action prompted people to share it.Source: ,
  6. 6. Celebrity and political backing20 A-list celebrities and policy makers – who enjoyed credibility, reachand influence – amplified the message on Invisible Childrens requestacross social media and asked people to act.Source: ,
  7. 7. A sense of belongingThe campaign got people to engage, build a community and make adifference collectively. Invisible Children involved viewers by askingthem to sign a pledge, get a Kony bracelet and action kit, and donate.Source:,
  8. 8. Kony 2012 a scam?Some said the campaign was misleading, pointing out Konys six-yearhiatus and Uganda currently enjoying peace. Conspiracy theories –funds irregularities and the US sights on oil in Congo – were floated.Source: ,
  9. 9. Controversy increased viralityThe controversy increased the campaigns virality online.Invisible Children rebutted the major allegations on its website,adding another chapter to the story.Source : ,
  10. 10. Aimed at the youthThe video is most popular with youngsters. Critics said the campaignwas targeted at the youth as they are oblivious of world affairs, easilymanipulated and more emotionally-driven than older people.Source: ,
  11. 11. The word gets out quicklyThe hidden agendas are likened to those alleged after 9/11. It tookyears for questions to be raised about 9/11, but the youth put Kony 2012in the hot seat within a week, thanks to the information available online.Source: ,
  12. 12. Biggest international viral movementThe goal of making Kony a household name has been achieved. Earlierviral movements were mainly local, but Kony 2012 become a talkingpoint worldwide, paving the way for more such movements.Source: ,
  13. 13. Peoples verdict and information consumedWith doubts about the movements legitimacy, social media will keepthrowing up conversations and information that influence peoplesstances. Good research is important before picking a side.Source: ,
  14. 14. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit:
  15. 15. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe 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
  16. 16. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  17. 17. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  18. 18. For People’s Labsolutions,