The non-profit at the center of the “Kony 2012” viral video juggernaut and recent public meltdown of its producer is relying on PR agency help as the story continues to draw interest.
Sunshine Sachs, the entertainment-savvy firm led by Ken Sunshine and Shawn Sachs, is speaking for Invisible Children and handling interest in the video made to stoke outrage over Ugandan militant group leader Joseph Kony, logging more than 84M views on YouTube since its release March 5.
While the video’s accuracy and value have been widely debated, its meteoric success as an awareness campaign fueled by social media was unprecedented, thrusting the small organization focused on eliminating Kony’s child-fueled Lord’s Resistance Army into a global spotlight.
The story, however, took a strange twist late last week when Jason Russell, an Invisible Children co-founder who produced the video, was arrested in San Diego after he was spotted running naked and yelling in the streets of San Diego.
A statement from Sunshine Sachs attributed to Russell’s wife, Danica, released March 22 attributed the episode to “brief reactive psychosis” brought on by extreme exhaustion, stress and dehydration.
“On Jason’s behalf, keep your attention turned to the end of Africa’s longest running conflict, and setting a precedent for all future injustice,” said the statement.
Invisible Children is planning a follow-up campaign to the Kony video dubbed “Cover the Night” to debut on April 20.