To: The Drum Beat Network
Re: KONY 2012 Campaign and Debate – Implications for Development Effectiveness?
http://www.comminit.com/policy-blogs/content/lessons-learned-kony-2012-campaign-0
Hi and best wishes. Over the past week a development communication and media initiative has rocked the development world. I am sure that we have all been observing and/or participating in the KONY 2012 Campaign and debate as it has gone viral. It is controversial. Strong opinions have resulted.
What lessons – positive and negative – can we learn from this initiative for our work? What do you assess as the added value and lessons learned for development practice and effectiveness from this «campaign»?
Riona McCormack, the REPSSI Regional Communications Officer in South Africa, has written a blog that outlines her opinion of «Lessons learned from the KONY 2012 campaign». «Love it or hate it, the online phenomenon that is KONY 2012 offers valuable lessons to development communicators.» You can access the full blog here
http://www.comminit.com/policy-blogs/content/lessons-learned-kony-2012-campaign-0
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Thanks – we very much look forward to the sharing of perspectives.
Here are the opening paras and the link to Riona’s blog:
«LESSONS LEARNED FROM the KONY 2012 CAMPAIGN
Love it or hate it, the online phenomenon that is KONY 2012 offers valuable lessons to development communicators.
Never has a video – and certainly not one created by an NGO – generated such heated and conflicting responses, or achieved such global reach. Fast approaching the 100-million-viewer mark, in the week since the campaign’s launch, coverage of “KONY 2012” has infiltrated every major news outlet and online forum, and ignited a storm of commentary among Facebookers and Tweeters of all ages.
However, there is a side to this public debate that has been relatively under-explored: and that is the lessons for media and communications professionals, and specifically those of us working in the development sector.
Here are five important lessons that we can draw from this campaign:
1) Emotion sells: Empathy, sorrow, joy, anger – these are the things that make us human, and motivate us to act, learn, or care. The KONY2012 campaign provides emotional…»
The complete blog is at http://www.comminit.com/policy-blogs/content/lessons-learned-kony-2012-campaign-0
Thanks – Warren
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Warren Feek
Executive Director
The Communication Initiative
www.comminit.com
Twitter: @warrencomminit
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