Freedom To Be Famous
March 13, 2012
There's no doubt that you have seen the KONY 2012 video that is sweeping across the web and generated over 73 million views in a short amount of time. If for some reason, you haven't, stop now and watch it before reading any further: http://youtu.be/Y4MnpzG5Sqc
The significance of this campaign is one to pay very close attention to for several reasons that are key to the paradigm shift that is happening with communication today.
* A commitment to a cause greater than yourself.
* A way to add true value around people, not things.
* Ideas that allow others to uncover how being ordinary, in your own unique way, is now extraordinary.
* Using the tools to celebrate and be grateful for what each of have and can give in the moment.
Just listen to the language used in the script as the film is set up in this way from the beginning.
* Humanity's greatest desire is to belong and to connect.
* It reminds us what we all have in common.
* This connection is changing the way the world works.
* The game has new rules.
* Because you are here, you matter.
KONY 2012 uses the four points and brings this idea to life to create awareness and action for Invisible Children: http://www.invisiblechildren.com/
The significance lies in looking beyond the tools to find the real mission or purpose behind the effort. It must give true meaning, as KONY 2012 does so well, and not simply try to manipulate an action, as most marketing has traditionally done.
The final piece, and the one that makes the KONY 2012 (http://www.kony2012.com/) campaign so innovative is how it has turned being famous, and fame itself, upside down to generate a final outcome that uses ordinary people to do something truly extraordinary.
KONY 2012 will not only accomplish the mission of bringing Joseph Kony to justice, but I believe it will ignite each of us to look at what we are grateful for in each moment, and how that can make a social impact for others.
It's a new "Freedom to be Famous," one that is changing the world as more and more people celebrate each moment by sharing and connecting through powerful ideas that offer real meaning and value around something greater than themselves.
But, to make it happen for you, it's critical to use the advice from the film, "In order for it to work you have to pay attention."