The film showed a man by the name of Joseph Kony who has been building an army of children called the Lords Resistance Army or LRA. Joseph Kony forces the boys to shoot their parents and the girls are turned into sex slaves. Joseph Kony has been on the worlds most wanted criminals list for a long time, but no one knows who he is.
This video is used to promote awareness about Joseph Kony. Because he isn't very well known, people don't have an urge to arrest him. This video is one way to sow the rest of the world the heinous crimes of Joseph Kony and prove why we need to arrest him for the world to see.
This video is effective the first time you see it, I think. People may get tired of it, but the best way to prove a point is by using repetition. Anytime that I something that reaches me, I don't always remember it until I've seen or heard it 2 or 3 times.
The idea is to make them so famous that the whole world knows who they are. The word is infamous and thats what Joseph Kony deserves to be. He forces children to become child soldiers. He crimes are the most heinous of sort and he deserves a place along with Adolf Hitler and Joseph Stalin of producing some of the most ugly crimes.
A call to action means, "Lets go get this guy." Raising awareness is just promoting an idea, not saying to do something about it.