Invisible Children, the non-profit behind the controversial 30-minute documentary KONY 2012, has released a second video today in response to critics.
"I understand why people are wondering is this is just some slick, kind of fly-by-night slacktivist thing when actually it’s not at all. It's connected to a really deep, thoughtful, very intentional and strategic campaign," said Ben Keesey, CEO of Invisible Children, in the video posted this afternoon.
The first KONY 2012 video centered around the notorious African warlord Joseph Kony. It has been viewed nearly 100 million times in six days, making it the most viral video in history, according to Mashable. However, critics have questioned the motives of Invisible Children. Relief groups like ActionAid Uganda say the film's numbers are exaggerated. Others accuse Invisible Children of a complex marketing scheme to exploit the plight of African people for a profit.
Keesey spends much of the 10-minute video posted by Invisible Children today focusing on the organization's finances, which have come under fire by critics who say not enough of its money goes to helping children in Africa. He explains Invisible Children's model: media, advocacy and development.
"Over the years, using our three prong approach, we've continually adapted to fill the greatest area of need," Keesey explains. "Sometimes that's been work directly on the ground. Sometimes that's been mobilizing the international community, and sometimes that's mass awareness campaigns like what we're doing right now."
Keesey ends the video by inviting people to ask him questions on Twitter using hashtag #ASKICANYTHING, promising to personally answer a couple questions each day.