Conservative columnist George will on Sunday mocked the #BringBackOurGirls social media campaign, for which Michelle Obama and others have posted photos with the hashtag to call attention to the 300 Nigerian girls kidnapped by Boko Haram a month ago.

“It’s an exercise in self-esteem. I do not know how adults stand there, facing a camera and say, ‘Bring back our girls.'” Will said on “Fox News Sunday.” “Are these barbarians in the wilds of Nigeria supposed to check their Twitter accounts and say, ‘Oh, Michelle Obama’s very cross with us, we better change our behavior?'”

“Power is the ability to achieve intended effects. This is not intended to have any effect on the real world,” he continued.

Watch the clip via the Daily Caller: