Every 5 years there is always an uneasiness that befalls the country due to disputed presidential election results leading to a catastrophic socio-economic consequences. In other to mitigate the degree of post elections impact Nation media group developed the MIMI MKENYA initiative and invited similar minded institutions and organisations such as the Royal Danish Embassy to achieve the goal. More to that, they were intentional on leveraging on Kenya’s own-able brand assets to dominate the quality conversation in a way that fosters believability, loyalty and preference, thereby building an unmatched value proposition to connect with Kenyans.
We held mini town hall forums every month from April- June 2022 where we targeted the informal settlement areas in our urban areas. As a culmination of the mini town hall forums, a major peace concert was held in Nakuru County which will also served as a platform where we maximised on peace calls through performing arts ahead of general elections.
The Royal Danish Embassy through Act! did engage in 3 counties as indicated below
- Zone One (Kisumu County): A main panellist opportunity in Kondele. This event was live on NTV for one & a half hours
- The programme was represented by Miriam Abdala from Transformation Empowerment for Action Initiative and in Kericho as represented by Pamoja For Transformation’s Executive Director Stephen Kadenyo
- Zone Two (Nairobi County): A similar opportunity as above in Mathare as represented by Alphonse Were from Mathare Peace Initiative and in Kibera by Kenya Muslim Youth Alliance Sheikh Yusuf Hamza
- Zone Three (Mombasa County): Similar opportunity as above in Kisauni as represented by Human Rights Agenda’s Programme Officer, Anthony Maghanga
The target audience was as below.
Demographics: Unisex, aged 18-35, high school, campus, of employment age. Psychographics: liberal, experimental, modern beliefs, Art-loving and social-media savvy.
The Challenges mentioned in the counties: Unemployment, peer and social pressure, traditional vs liberal beliefs. Pain Points: Demoralization, misplaced priorities (finances, careers, sexual liberation).
All this was topped by a Peace Concert held in Nakuru County.
