KONY 2012 is a half-hour documentary, backed by Invisible Children, that's tapping into the power of viral media to reach a global audience. It's based on Joseph Kony - a warlord in Uganda responsible for the enslavement of more than 30,000 children.
Over a period of nearly 30 years, the leader of the Lord's Resistance Army has abducted children and forced the boys to kill their parents and turned the girls into sex slaves.
The aim of KONY 2012 is to make the man famous, "not to celebrate him, but to raise support for his arrest and set a precedent for international justice".
Film-maker Jason Russell says Kony is the "most wanted man in the world according to the ICC", and his documentary aims to put the name into every household's conversation.
Since going live yesterday, tens of thousands of Australians have signed onto the cause and with millions of views worldwide, the video has certainly grabbed The Internet's collective attention.
Celebrities such as George Clooney are helping to make Kony "famous." "I'd like indicted war criminals to enjoy the same level of celebrity as me," George Clooney said. "That seems fair."
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