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Your feed turns into one subject overnight. By lunchtime everyone has an opinion, a link and a profile picture to match. By the following Friday nobody can remember what the fuss was about.

A colleague shares a thirty-minute video with "everyone needs to watch this", and you nod. Then you watch six minutes of it on the train and open something else. The world is still waiting.

The group chat finds a pun about a country and cannot stop. Forty minutes in, someone is checking an atlas for more material. Somebody says "that's enough" and gets a geography pun as a reply.

You share one post with a stern caption and feel you've done your bit. Three people like it, one of them your aunt. You close the app with the calm of someone who has changed the world a little.

Why it caught on: the picture shows Joseph Kony, leader of the Lord's Resistance Army, who was wanted by the International Criminal Court. In March 2012 the charity Invisible Children released the film *Kony 2012* and it spread across social media within days. People then turned the sudden, everywhere-at-once awareness into a joke, putting the photo on a bright sunburst background with puns and jabs at the campaign and at how quickly online causes take over a feed.

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