After watching the ‘KONY 2012’ video, it was obvious that this video was created to play on the emotions of the viewer. The video incorporated using facts and statistics to emphasize the message that he was trying to portray. The 30 minute video, directed by Jason Russell, went viral, reaching up to 30 million views within the first week and then reaching 90 million views after being up for only two months. At first, everyone that had seen the video became very passionate for the subject, wanting to do as much as they could to ‘make Kony famous,’ however, as time went on a lot of stick came about from the video and more information was found out about the campaign. There was many articles suggesting that roughly only 30% of the money being raised for the campaign went to the help of making Joseph Kony famous, and the rest went to paying the employees and other various things.