Awareness of Kony 2012

Mar 26, 2012

Q. Over the past couple of weeks a video made by the not-for-profit organisation Invisible Children called Kony 2012 was put up on the internet. Have you heard of the Kony2012 video or campaign?

 

Total

Men

Women

Aged

18-34

Aged

35-54

Aged 55+

Yes

68%

68%

68%

78%

68%

56%

No

27%

27%

27%

19%

28%

37%

Not sure

5%

4%

5%

3%

5%

7%

68% said they had heard of the Kony 2012 video or campaign.

Younger respondents were most likely to be aware of the campaign – although a majority of all demographic groups said they had heard of it.

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Involvement with Kony 2012 Campaign

Mar 26, 2012

Q. Which of the following apply to you?

 

Total

Men

Women

Aged 18-34

Aged 35-54

Aged 55+

I was sent an email link, Facebook message or tweet about this from a friend

41%

36%

45%

63%

32%

18%

I have read about Kony 2012 in the media

75%

73%

76%

73%

74%

78%

I searched online for the video

19%

18%

20%

31%

14%

8%

I watched all of the video Kony 2012

24%

20%

28%

37%

17%

15%

I watched part of the video Kony 2012

29%

28%

29%

34%

26%

25%

I visited the Kony 2012 website

13%

10%

15%

17%

11%

7%

I pledged support to the campaign on the website

7%

6%

8%

10%

6%

4%

I have donated or bought the kit

5%

6%

5%

9%

4%

3%

I sent a message to the policymakers and culturalmakers

5%

6%

3%

7%

4%

3%

Before this video I had not heard of Invisible Children or Joseph Kony

63%

57%

70%

64%

63%

62%

I have previously supported international aid organisations or campaigns

42%

38%

46%

43%

38%

49%

* Based on those who have heard of Kony 2012

Of those aware of the campaign/video, more than half said they had watched all or part of the Kony 2012 video – although the most common way of hearing about the campaign was in the media (75%).

63% said they had never heard of the Invisible Children or Joseph Kony before the video.

However, only a small proportion took any form of action as a result of the campaign – 7% pledged support on the website and 5% said they donated or bought the kit.

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