The film, directed and narrated by Invisible Children co-founder Jason Russell, uses popular YouTube videos, clips from Invisible Children's earlier films (partially shot in Uganda), appeals to the power of social media, and footage of Russell's young son to encourage viewers to "make Joseph Kony famous, not to celebrate him, but to raise support for his arrest and set a precedent for international justice." Russell directs viewers to "go after" celebrities and policymakers to help spread awareness and encourage the United States government to ensure Kony's arrest in 2012.
Russell fordert Zuschauer auf, Prominente und Politiker zu "verfolgen", um Aufmerksamkeit auf das Thema zu lenken und die US-Regierung dazu zu animieren, sicherzustellen, dass Kony noch im Jahr 2012 verhaftet wird.