Invisible Children's "Kony 2012" viral video stirs emotion and controversy

enoughproject.org | kony2012.com(CBS News) If you're on Facebook, chances are a link titled "Kony 2012" has appeared on your news feed this week.
The video, which was uploaded to YouTube on March 5, tells the story of filmmaker Jason Russell's personal mission to take down Joseph Kony, the Ugandan leader of the guerrilla group Lord's Resistance Army (LRA).
Produced by the non-profit group Invisible Children, it has all of the elements of a powerful viral video: heroes and villains, heart, purpose and a call to action (the filmmakers also make good use of Facebook Timeline as storytelling tool). In less than a week, the video has garnered over 26.6 million views, but it's also sparked controversy.
Invisible Children recognized the critique that they oversimplified the issue and admitted that the film was meant to serve as an entry point to the topic.
"In our quest to garner wide public support of nuanced policy, Invisible Children has sought to explain the conflict in an easily understandable format, focusing on the core attributes of LRA leadership that infringe upon the most basic of human rights. In a 30-minute film, however, many nuances of the 26-year conflict are admittedly lost or overlooked," the group said in a statement.
Ultimately, Invisible Children want to shift the conversation so that critics and allies, alike, continue to raise awareness about Kony and the LRA.
"Let's focus on what matters, and what we DO agree on: Joseph Kony needs to be stopped. And when that happens, peace is the limit," the organizers stated.