The Kenyan government has unveiled plans to directly support content creators and influencers who focus on promoting its flagship projects, including affordable housing, health, job creation, and agriculture.
Speaking during a creator education forum on Wednesday, Dennis Itumbi, Head of Presidential Special Projects and Creative Economy, revealed that the government is willing to channel funds into digital content that highlights these priority areas.
“The government is willing to put money specifically for a few things that government is doing, and you can benefit directly,” Itumbi said. “If you do content around housing, health, job creation and agriculture, we are willing to put money and content for you.”
Itumbi noted that the move aligns with the government’s revised advertising strategy, which has shifted focus from traditional platforms to digital media, where the majority of young Kenyans now consume information. In 2023, President William Ruto directed that 30 percent of government advertising revenue be allocated to digital platforms—a directive meant to empower the creative economy.
Under the program, content creators will be required to submit proposals to the Creative Economy Office. The proposals should outline how they plan to creatively and informatively showcase government projects to the public. Approved creators will then receive both financial support and access to government communication materials to aid their production.
Itumbi emphasized that this initiative is not just about publicity, but also about enhancing transparency and ensuring Kenyans are well informed about the government’s programs. He encouraged creators to take advantage of the opportunities, particularly on platforms such as TikTok, where they can earn revenue by producing content tied to these agendas.
The plan forms part of the Kenya Kwanza government’s broader communication strategy aimed at strengthening engagement with citizens while opening up new income opportunities for the country’s growing pool of digital creators.
