>>>
we're back now with the
web video
-- actually, it's a short film that tens of millions of people are watching really every minute all over the world and then talking about on
social media
. they're talking about kony
2012
. it's a new campaign designed to tell the world about a ugandan
war criminal
who the filmmaker hopes will soon be brought to justice. nbc's craig melvin has our report.
>>
we worry. the rebels when they arrest us again then they will kill us.
>> reporter:
jacob is a 7-year-old child of war in
uganda
.
>>
jacob. it's okay.
>> reporter:
he learned english because he wanted to grow up to be a lawyer. not a soldier.
>>
my brother tried to escape. then they killed him using a panga. they cut his neck.
>> reporter:
his has become the hopeful face of a global movement that may be redefining revolution. they are called the
invisible children
, victims of two decades of war. jason ruffle is behind the lens telling the tragic story for millions.
>>
everything in my heart told me to do something. and so i made him a promise.
>> reporter:
more than 39 million people have watched his video since it was posted on youtube three days ago. today reaction from the
state department
, the
white house
, even the
highest court
in the world.
>>
and these
young people
from california mobilizing this effort is incredible. exactly what we need.
>> reporter:
in
2003
russell took a camera to
uganda
and found children terrified of being kidnapped and used for war. that documentary led to today's
social media
man tunt and call for action.
>>
joseph kony
, he has an army. and what he does is he takes children from their parents and he gives them a gun to shoot and he makes them shoot and kill other people.
>> reporter:
in the simplest of terms russell explained his mission to his curious 4-year-old.
>>
he's a bad guy?
>>
yeah.
>> reporter:
joseph kony
, wanted for
war crimes
. since the late '80s he's led an
extremist group
called the lord's resistance army. in
uganda
he's accused of turning tens of thousands of girls into
sex slaves
and boys into soldiers.
>>
we need to teach him what justice looks like. we need to love him into the hague
behind bars
soak face justice.
>> reporter:
people are taking action. this girl organized friends at her
los angeles high school
to
raise awareness
and money. about $4,000 so far.
>>
i don't know what it was. but there's something about their tears and their voices that i just couldn't stand.
>> reporter:
the 29-minute video and the activism it's created does have its critics.
>>
the main people are filmmakers. and as to the people with business backgrounds, it's not clear they're the best eck twoipd help with international relief.
>> reporter:
and are they equipped to help with the large amount of charity money that's been pouring in? experts agree
raising awareness
is good but the problems in
uganda
are complex and there won't be an easy fix. in
los angeles
craig melvin, nbc news.
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