Kim Kardashian and Justin Bieber attend the TIME/CNN/People/Fortune 2010 White...

Kim Kardashian and Justin Bieber attend the TIME/CNN/People/Fortune 2010 White House Correspondents' dinner pre-party at Hilton Washington Hotel in Washington, D.C. (May 1, 2010) Credit: Getty Images

"Kony 2012" premiered on March 5 and has since gained the attention of celebrities such as Justin Bieber, Oprah and Kim Kardashian.

So what is it and why are celebs getting involved?

The 29-minute YouTube documentary by Jason Russell aims to spread the word about Joseph Kony, a bush fighter in Uganda wanted by the International Criminal Court for crimes against humanity.

Russell, who narrates the video, explains the goal of his project is to "make Kony a household name" so Uganda military can locate him and arrest him.

And some celebs are helping Russell reach that goal by raising awareness of the video.

Kim and Kourtney Kardashian both made a point of tweeting about the video. 

"#Kony2012 Wow just watched!" Kim tweeted with a link to the video. "What a powerful video! Stop Kony!!!" 

Her sister Kourtney also had something to say about Russell's project: "Just watched the KONY 2012 video. In tears and I want to help make a difference. Make KONY famous."

Oprah tweeted a message about the video to let her fans know the project was on her radar: "Thanks tweeps for sending me info about ending #LRAviolence . I am aware. Have supported with $'s and voice and will not stop.#KONY2012"

Justin Bieber urged his followers to take the video seriously: "This is not a joke. This is serious. TOGETHER we can #MakeAChange and #STOPKONY - Help another kid in need!"

And Sean "Diddy" Combs also passed the message along: ""Dear Joseph Kony, I'm Gonna help Make you FAMOUS!!!! We will stop YOU #StopKONY ! All 6,OOO,OOO of my followers RT NOW!!! Pls!"

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