The document discusses the Invisible Children organization, which was founded in 2003 to raise awareness about abductions of children by the Lord's Resistance Army in Northern Uganda. It produced a documentary video about Joseph Kony and the LRA that received over 78 million views on YouTube in one week. This widespread social media attention brought new attention and support to Invisible Children's efforts. The document questions how the organization will sustain interest and continued support now that the initial viral response to raise awareness of Kony and the LRA has died down.