Kony 2012 is a Christian Campaign

By Silas Sachs posted on 13.03.2012


Why the hell would anyone spend 8 million dollars on a campaign that wont bring money or power? Every brand would pay so much but they have an obvious reason. Helping invisible children in Uganda doesn’t bring money or power, so who will benefit from this campaign? And I’m not talking about African kids.

When I saw Jason Russell’s film Invisible Children it reminded me of manner how the big american churches do their marketing but I didn’t further think about it. Later I found out that Russell mentions christian religion in one of his speeches. He spoke at an event of Liberty University where students texted questions to him about his organisation. He states clearly that he believes in Jesus and talks “as a follower of christ”.

At Pennsylvania University Keesley (CEO of Invisible Children Inc.) talks about how he began working for Invisible Children. He mentions that the makers of the film where his friends from high school and that Laren Poole (Founder and head of Invisible Children Inc.) was a youth leader at the church he went to.

So apparently all three of the key people of Invisible Children Inc. have a christian background. This basically is the answer to my question: they are not doing this for money or power but for their religion and beliefs. And this also explains where all the money comes from all of a sudden, wealthy christians are not rare in the US as we all know so this should be the source of the 8 million dollars. Kony 2012 actually is a campaign payed and set up by a religious community - which is pretty interesting in some ways.

Modern american, australian or generally english speaking churches have been pretty good in marketing recently but this campaign goes further than everything I’ve seen. At least in europe I haven’t seen a religious community generating so much attention for one of their initiatives. I think a message or campaign usually stays within the network of church followers. Sure it’s the goal to reach people from outside this network but usually they try so hard to convince you that you have no trouble ignoring them.

Before Kony 2012 there probably have been religious organisations generating lots of attention with their idea but probably not in this speed and in this size. And the most important difference is that here we have a religious community using marketing in an incredibly effective way which definitely is new.

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