If you haven’t watched this yet, stop being a cheapskate and use up some of your megabytes. I’m saying this not because I’m necessarily a humanitarian or a believer in the cause it promotes (actually, I sorta am), but because to know what all the fuss is about, you have to watch the movie. But, I know many of you people are too lazy to watch a 30 minute YouTube flick, so I’m gonna sum it up nicely below and then pick up from there.
What’s it about?
Jason Russel is an extremely smart man. He is one of those people who does something so grand, that in retrospect, you’d think “how didn’t anyone think of that before?!” What he did was choose a cause and actually make people care enough to want to activate with it. It’s making armchair activists cry at night because I assume they got offended that someone’s online campaign actually worked, that people actually listened, that so many were genuinely interested in the message being delivered, that apart from retweeting, sharing and changing display pictures, people wanted to actually do something, in the real world. Now, my dearest ADD-stricken armchair activists, take a minute to compose yourselves and continue reading on (while of course keeping a vigilant eye out for those naughty valets and the super-racist MTV).
Jason Russel’s cause is thousands of children kidnaped by the causeless Ugandan rebel warlord, Joseph Kony. Kony forces boys to become child soldiers and girls to become sex slaves. His list of abhorred crimes landed him on the ICC’s number 1 wanted spot, even beating monsters like Gaddafi. This sickening scenario though is one we have seen repeatedly in Africa, and the reaction it warranted from the rest of the world was a 10-second news clip and a few dozen good-for-nothing peace keepers here and there.
But, Russel’s Invisible Children NGO kept up the pressure on US lawmakers. The world might not give a damn about Ugandan children being raped, killed or even forced to kill their own parents. But, when a representative gets nagged on by the people who will reelect him or her, they’ll definitely listen and act. Which is exactly what happened when after years of lobbying, US President Barrack Obama sent 100 military “advisors” to help the Ugandan “army.”
The efforts were not enough though, and Kony remains at large. Perhaps because a drone strike would cost too may children their lives, or perhaps because the Ugandan army is just as bad and barbaric as Kony, just with nicer uniforms. So, the idea is to make the people of the entire world pressure their governments and that that will eventually build up enough momentum to arrest Kony and bring him to justice. Problem is, no one knows who the hell Joseph Kony is. That’s where KONY 2012 comes in. It is a campaign to make the tyrant ultra-famous, but for all the wrong reasons. The idea is, with enough people activating against him, governments will listen and the international community will be compelled to act and act harder to bring him to justice.
Why did it work so well?
Jason Russel is a fantabulous marketer. I know many of you cringed at the sight of the word “marketer.” To most of us, marketing is just a fancy word for lies. Unfortunately, most marketers are indeed big, fat liars. But, that is besides the point. Marketing shapes our modern world, whether we like it or not. A marketer’s job is knowing what people like and don’t like, what interests them and what bores them, and using that to create the ultimate product, campaign or service. So, in reality, we consumers are the boss, and marketers toil away trying to understand how we function and make us stuff and ads that we like.
Whether we like it or not, Invisible Children is a multi-million dollar business. It might have a cause it fights for, but lack of external auditing and the 69% of its funds that don’t go to Uganda’s kids, makes it more of a massive marketing agency than a charitable NGO. Now, that’s not necessarily a bad thing, people who are sharing the “we got trouble” post everywhere. Bravo, you found holes in the NGO. But, that doesn’t change the fact that almost 50 million people have already watched the movie in a matter of days. That doesn’t change the fact that friends of mine who know I’m in the US are asking me to get them “action packs” instead of iPads or souvenirs. That doesn’t change the fact that Invisible Children (IC) has created an extremely successful meme.
Meme?!
When I say meme, I use its actual meaning, which is not the lame-ass comics that have sprouted up on your Facebook timelines the past few weeks for every university in Lebanon. The term “meme” was coined by Richard Dawkins in 1989. It was meant to be similar to a gene. Memes, like genes, are transmitted through a species when they are successful at survival. Unlike genes however, memes can spread very fast, and horizontally (in real-time to all society, not just in offspring over time). To give you an example of what a successful meme is, I’m going to say religious beliefs. It’s a bouquet of thoughts and concepts passed down to children, but also spread by missionaries to their peers with no or different faiths. The false-hope it brings and the obedience it demands made it very a very successful set of memes and has helped religion survive and linger despite advancements in human thought and understanding.
IC has created a meme with this campaign. You might say Kony is close to death, and that his LRA is no longer really active. But, who the fuck cares about Kony anyway? What IC has done is create a precedent that has the potential to change our world. IC has made activism effective and appealing to normal people. Activism is no longer limited to people directly concerned, people with ulterior motives or people who have way too much issues and time on their hands. IC has made all of us believe that if we come together via online channels, and manifest that in real life, we have a chance of changing something in the world, be it Kony’s head on a silver platter, or other causes in the future.
IC has succeeded where almost everyone else has miserably failed. Usually, when you see activists group, like the ever-growing, uninformed armchair activist movement in Lebanon, you get grunts of annoyance or outright resistance (from people like me for example). But, for a few minutes there, I was going to order my very own KONY 2012 action kit. The elusive simplicity of the concept as well as its “so-crazy-it-might-as-well-work” appeal has reshaped what activism means and who can become an activist. It has shown us how to use democracy (where it exists) for good, and not allow those in power to twist and mangle it so it no longer serves its original purpose.
Conclusion?
KONY 2012 has changed the world. Whether Kony stays or goes is irrelevant. What matters is that people care again. The apathetic world which hides behind their keyboards and headphones, wants to plaster photos on the streets. Regardless of whether or not IC is legit, and why it lacks transparency, they should get a lot of credit for their society-changing campaign. Perhaps we should give them a taste of their own medicine and demand 100% transparency from their part… Then, I, and millions like me would gladly go down and support people we would’ve probably never met or whose lives we would’ve never heard of or interacted it with had it not been for the Internet and social networking.
What’s funny is that the campaign’s tagline “Nothing is more powerful than an idea who’s time is now” aptly describes the meme-creating initiative IC has done, and that was indeed well-played from their part.
P.S. One thing I didn’t like is their poster, which depicts the Republican Party elephant and Democratic Party donkey. What about the rest of the world guys? Or non-partisan peeps?
and I found this funny, and just so you don’t say I ruined your false concept of what a meme is. Let’s hope we prove the below Kony internet meme wrong…



















This assumption, later confirmed, had a profound impact on me personally. That’s when I realized that schizophrenia wasn’t just another rare occurrence that you’ll probably never see except in your exams or books, but very much real and present everywhere, across all socioeconomic, ethnic and racial barriers.




























