- Kenyan government to fund content creators promoting housing, health, jobs, and agriculture.
- Dennis Itumbi says creators will get both money and content notes.
- Strategy shifts from traditional adverts to digital platforms like TikTok.
- Proposals will be reviewed, with successful creators getting financial backing.
The Kenyan government is moving away from traditional advertising and embracing digital platforms to reach citizens. Influencers and online creators will now play a central role in spreading government messages on programs such as housing, health, job creation, and agriculture.
Speaking in Nairobi during a meeting with content creators, Dennis Itumbi, Head of Creative Economy and Special Projects in the Executive Office of the President, confirmed the plan. He revealed that successful influencers will not only receive direct funding but also official content notes to guide their work.
“The government is willing to put money specifically for a few things that the government is doing, and you can benefit directly,” Itumbi told creators.
Creators are required to submit proposals through the Creative Economy Office. Those whose ideas are approved will be funded to produce relatable content. The aim is to boost awareness of key projects while giving influencers a chance to earn directly from their platforms.
Itumbi explained that government communication has been restructured to fit the habits of Kenyans who spend more time online.
“We will give you money and notes to create content and earn by just putting it on TikTok. As the government, we have improved our advertisement from manual to digital ads where many audiences want to be informed,” he said.
The initiative is part of a wider Kenya Kwanza plan to modernise public communication and increase citizen engagement. Analysts note that by involving influencers, the government hopes to capture younger audiences who spend more time on social media than traditional media outlets.
