Stop Kony 2012
Their idea: to make Ugandan guerilla leader Joseph Kony, wanted by the International Criminal Court, famous. Not to celebrate him but to make the world aware of who he is and the atrocities he is responsible for. And it is working: in three days the 30 minute documentary has gone viral and has been viewed over 50 million times.
Whether or not you believe the campaign is useful, it clearly demonstrates the power of a well-crafted and powerful message in a world with social media. But more importantly, it shows how it is possible for a small group to make a global impact if you believe, work hard and persevere.