NAIROBI — Kenya’s government says it will pay content creators and influencers who highlight its flagship programmes, from affordable housing to health and job creation.
Dennis Itumbi, head of Presidential Special Projects and the Creative Economy, told a forum of young creators on Wednesday that the initiative would reward those who produce content tied to priority sectors.
“The government is willing to put money specifically for a few things that government is doing, and you can benefit directly,” Mr Itumbi said. “If you do content around housing, health, job creation and agriculture, we are willing to support you.”
The pledge comes as the government shifts its advertising model. Traditional print and broadcast campaigns have given way to digital-first strategies aimed at reaching younger audiences. In 2023, President William Ruto directed that 30 percent of government ad revenue be channelled to online platforms.
“We give you the money and notes for you to create content and earn by just posting on TikTok around those agendas,” Mr Itumbi added.
Under the new plan, creators will be invited to submit proposals to the Creative Economy Office. Submissions must outline how they intend to present government projects in ways that are both engaging and informative. Officials said the move is part of a broader effort by the Kenya Kwanza administration to strengthen communication, improve transparency and ensure citizens understand the programmes being rolled out.
While the announcement drew applause from many in the room, critics of past government communication campaigns have questioned whether such funding risks blurring the line between public information and political messaging. Mr Itumbi, however, framed the plan as an opportunity. “We want to work with creators, not just talk to them,” he said.
The initiative, if carried out as promised, could see Kenya’s growing digital economy tied more closely to the government’s development agenda — with creators playing an active role in shaping how those policies are seen and understood.
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