NAIROBI — Switch Media Ltd has launched a nationwide digital campaign aimed at increasing civic awareness and voter participation among young Kenyans, marking the start of a multi-platform initiative running from March to June 2026.
The campaign, titled Kura Yako– Future Yako (Your Vote – Your Future), is designed to address the persistent gap between Kenya’s youthful population and their participation in democratic processes.
The launch rollout focuses on rapid, high-impact digital activations, including short-form videos, civic myth-busting content, street interviews, and interactive social media engagement. The initiative will leverage platforms such as TikTok, Instagram, YouTube, Facebook and X to reach young audiences in formats they already consume.
In a statement, Acting Chief Operating Officer Kibisu Mulanda said the campaign reflects a deliberate shift in how civic education is delivered to younger audiences.
“Young people are already having conversations about leadership, governance, and their future, just not always in formal spaces. This campaign is about meeting them where they are and turning those everyday conversations into informed civic action,” Mulanda said.
He added that the campaign would prioritize clarity, accessibility, and relatability in its messaging, moving away from traditional lecture-based civic education models.
“We are using storytelling, digital content, and community engagement to make civic information understandable and relevant. The goal is to ensure that young people not only understand their rights, but feel empowered to participate,” he said.
According to official data, nearly 75 per cent of Kenya’s population is under the age of 35, yet youth remain underrepresented in voter registration and turnout. The campaign aims to address this by combining digital outreach with community-based engagement, including campus forums, roadshows, and localized civic dialogues in public spaces.
Initial content released on launch day includes a campaign introduction video, a digital poster, and the first in a series of “Civic Myth vs Fact” videos targeting common misconceptions about voting.
Organizers say the campaign will evolve over the coming weeks to include influencer collaborations, live youth town halls, and documentary-style storytelling, with a strong emphasis on factual, non-partisan civic education aligned with IEBC guidelines.
The initiative is expected to play a key role in shaping youth civic engagement in the lead-up to the 2027 General Election.
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