I blogged the other day about how Africa has become the focus of a lot of big social marketing campaigns. Or as I was told last night, "Africa is the new pink." I was supposed to go to a speakers reception for the Texas Conference for Women last night, but got the wrong time frame from the front desk. Luckily I was not alone. Waiting for the shuttle (which when it finally showed up, we were told was done), I got to hang out two very cool young women from an organization called Invisible Children. We went to Stubb's for some good ole Texas BBQ, and I got to hear a lot about their organization and what they are doing to help children in Uganda.

What was most compelling to me (and inspiring) was the story of how the organization started and how they have motivated young people to raise lots of money for child soldiers thousands of miles away. Basically three young white guys (dudes if you will), traveled to Africa "in search of a story" and ended up making a film about the children who have been caught up in the 20-year war in Uganda. Since the summer of 2004, this film has been making the rounds to schools, colleges and "religious institutions" around the country.

One of the women I had dinner with was 19 — she saw the film in high school and was inspired to raise money (through bake sales, spare change jars, etc.) and get her school's history teachers to show the film and teach about Africa in the curriculum. She's now in college but travels around speaking on behalf of the organization. She was also able to visit Uganda and meet the children herself. These guys' "story" has literally inspired thousands of teens and college students to get involved.

What's cool is that there is a big education component — yes they have bracelets and shirts selling in Guess stores with 100 percent of the profits going to the cause — but this organization is out there showing a film, speaking and educating people about the issue they are either donating to or helping to raise money for. Their materials are slick and smart — I got a glossy black book full of images — the filmmakers, the children and young people who are involved in the issue. The website has a house party tool kit, photos, video podcasts and a link to their MySpace Film page. These guys, Jason Russell, Laren Poole and Bobby Bailey are good looking and relatable.

We also talked about the challenges they face — being mostly white (and how to get African Americans involved when…the organization is mostly white and African Americans are dealing with their own struggles here at home), the questions around why they aren't focused on issues in the U.S., and the pressure they get from some churches who are involved to spread "the gospel" (they are not a religious organization).

Check them out. I think they've taken three charismatic young men, an experience and a film and created a very successful youth movement.

P.S. These guys are based in San Diego, so I'm going to try to get them to come to the Ypulse San Diego Teen Media Mashup December 5. Details here (under NYC).

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