Invisible Children: Kony 2012

KONY 2012 is a film and campaign by Invisible Children that aims to make Joseph Kony famous, not to celebrate him, but to raise support for his arrest and set a precedent for international justice.

Director: Jason Russell
Lead Editors: Kathryn Lang
Editors: Kevin Trout, Jay Salbert, Jesse Eslinger
Lead Animator: Chad Clendinen
Animator: Jesse Eslinger
3-D Modeling: Victor Soto
Visual Effects: Chris Hop
Copywriters: Jason Russell, Jedidiah Jenkins, Kathryn Lang, Danica Russell, Ben Keesey, Azy Groth
Producers: Kimmy Vandivort, Heather Longerbeam, Chad Clendinen, Noelle Jouglet
Original Scores: Joel P. West
Sound Mix: Stephen Grubbs, Mark Friedgen, Smart Post Sound
Color: Damian Pelphrey / Company 3
Cinematography: Jason Russell, Bobby Bailey, Laren Poole, Gavin Kelly, Chad Clendinen, Kevin Trout, Jay Salbert, Shannon Lynch
Production Assistant: Jaime Landsverk
Lead Designer: Tyler Fordham
Designers: Chadwick Gantes, Stephen Witmer


Shawali's picture
8448 pencils

While this is an awesome use of the social medias with a huge success in terms of global outreach, there is something definitively with the kind of message Invisible Children is delivering.

Read this :

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

LNNS's picture
10 pencils

I think you an adjective.

chuckieT's picture
680 pencils

30 mins long? I am afraid to even click on it.

alistair's picture
161 pencils

click. you won't regret it.

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Well, here it's the success that makes this ad (is it an ad?) great. As an idea, I don't think of it as extremely innovative.

On another note; on the Dutch news there where 'African-experts' saying that Koni is no longer a real threat - that the Koni campaign ran for long, it's a tad obsolete now. It would still be a nice victory of social media though.

mark3r's picture
1948 pencils



vote4pedro's picture
4601 pencils

40 million views in four days. I'd say it did its job.

andylefty's picture
4539 pencils

It's very good.

thedesignaddict's picture
5415 pencils

Best initiative I've seen in ages. Fantastic, meaningful message that will no doubt motivate millions of people. 50 million impressions in just a few days - talk about penetration. Crazy.

hoozn's picture
353 pencils

Great use of social media and children's tears.

Just like most ads, this is full of exaggeration and wrong facts. But unlike ads, its marketed as some sort of "documentary"...

From an advertising point of view: Genious.
Other than that: Misinformation on the highest level.

who cares? ima play some tunes instead

force-7's picture
2 pencils

I found Kony 2012 so interesting when it first kicked off. My social media was covered in opinions from those for it and those against, and it even sparked some serious arguments between friends! Working for marketing agency the whole concept of Kony 2012 was really interesting for us to witness, especially seeing how young people reacted to it through social media. We're hoping to feature some opinions on topics like Kony 2012 in the latest edition of our youth insight magazine SEVEN.

You can have a look at the Winter Edition here to see the kind of work we're doing:

We're on the hunt for some fresh and exciting insights on this topic and others for our new edition. If it sounds like something you'd be interested in then drop us an email at to get some more info about it!

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