What is the Uongozi 2012 Campaign Project?
The Uongozi 2012 Campaign Project is a multi-media project designed to involve young Kenyans in a public discussion about leadership and inspire them to responsibly engage in the political process – as voters and candidates. The project used widespread community outreach, various multi-media channels and a national reality television show to positively influence and empower youth.
Project Duration and Budget
March 2012 – March 2013
$1.6 million
Who implements the Uongozi 2012 Campaign Project ?
Inuka Kenya Trust
http://www.nisisikenya.com
Where does the Uongozi 2012 Campaign Project work?
Nationally
What does the Uongozi 2012 Campaign Project do?
The Uongozi 2012 Campaign Project was centered on a fourteen-part political reality TV show depicting a mock election.
The project brought travelling roadshows – featuring caravans of artists, actors and activists – to all 47 counties in Kenya. The roadshows registered potential candidates for the reality show, and encouraged youth to positively and peacefully engage in the democratic process by providing voter registration and civic education information. Roadshow messages stressed the importance of choosing leaders based on qualifications, political platforms and personal integrity – as opposed to ethnicity.
Uongozi used a mix of multi-media channels – like TV, vernacular radio, billboards, print and social media – to reach young Kenyans who are typically excluded from political leadership, such as rural youth.
How did the Uongozi 2012 Campaign Project make a difference?
Uongozi billboards were a centerpiece of the campaign, posing thought-provoking questions that sparked constructive dialogue on leadership, governance and important national issues. Questions like, “Can a woman lead?” “Are politicians leaders?” and “What will Kenya look like in 2030?” were prominently featured on billboards throughout the country.
Over 12,000 Kenyans submitted applications to be a part of the Uongozi 2012 reality show. The application process examined applicants’ leadership qualities and their proposed solutions to political, economic and social issues in Kenya. 240 candidates were short-listed and 16 qualified to participate on the Uongozi TV show.
The reality show contestants faced a variety of location and studio-based challenges designed to test their leadership qualities and skills.
Uongozi reached over 9 million Kenyans via radio and TV, more than 5 million through print media and over 3 million on social media with important messages about voter/civic education, countering political manipulation, hate speech and responsible leadership.
What key challenges did the Uongozi 2012 Campaign Project face?
It was difficult for the TV show to reach some remote rural areas, radio served as the primary channel for these marginalized populations.
The project was careful to remain politically neutral, despite viewers’ requests for more overt guidance on the existing political choices. Uongozi avoided making statements on politically divisive issues such as the pending International Criminal Court indictments.
For more information:
John Smith-Sreen, Director
Office of Democracy, Rights and Governance
USAID/Kenya
Tel: +254 (0)20 862 2000
E-mail: jsmith-sreen@usaid.gov
Zephaniah Aura
Senior Elections Specialist
USAID/Kenya
Tel: +254 (0)20 862 2000
E-mail: zaura@usaid.gov
John Githongo, Chief Executive
Inuka Trust, 1st Floor
Concert House, Wood Garden Road
Wood Avenue, Kilimani
Tel: +254 (0)717 786 688
Email: jgithongo@inukakenya.com
Updated March 2013
Last updated: April 17, 2013
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