It’s hard to even know where public opinion stands on the viral video these days. But what is clear is that it’s just another signal that we’re moving toward an era where companies have to do more with their marketing than just sell useless products: They need to help take stands.
Though he wasn’t involved in "Kony 2012," the other part of the organization’s original brain trust is also using video to highlight child soldiers in Africa, though perhaps in a less controversial manner.
"People connect to a cause based on a combination of factors, and campaigns like Kony 2012 that effectively harness both the emotions stirred by the problem you’re addressing and your organization’s own passion to do the work, have the greatest chance of success."
You probably watched the Joseph Kony movie yesterday. Who didn't? But after a huge success comes the inevitable backlash. Now some critics are saying it’s not as good as it appears to be, and Invisible Children is fighting back.