On Monday, Kenya launched a campaign to register new voters ahead of the 2027 general election, with young people using TikTok videos and music to engage their peers and combat political apathy.
In June 2024, nationwide protests led by “Gen Z” erupted after President William Ruto announced tax increases, diminishing his support among younger citizens.
The demonstrations escalated into broader unrest over issues such as corruption and human rights violations, resulting in over 100 deaths and leaving dozens missing, according to human rights organisations.
Although the protests have subsided, a large number of young Kenyans remain dissatisfied with the Ruto administration, which initially promised to improve the lives of youth and marginalized communities.
“People are struggling, lives are being lost, and money is disappearing,” said 21-year-old Mark Kipchumba, highlighting economic challenges and corruption as his motivation for registering as a first-time voter.
The Independent Electoral and Boundaries Commission (IEBC) has launched a 30-day voter registration drive, aiming to enlist at least 2.5 million new voters in the first stage.
Overall, the commission hopes to add 6.3 million new voters before next year’s election, with roughly 70% of them being young people.
“I registered because of the hope this card represents for our future,” said 22-year-old Peter Mawangi, a film student at Multimedia University of Kenya, speaking to AFP.
Although current registration numbers are modest, a youth-led initiative called #NikoKadi (“I have the voter’s card”) is turning the process into a popular trend, encouraging first-time voters to sign up.
TikTok, discounts, and music drive participation
From creative TikTok videos to businesses offering discounts for registered voters and a music festival in May requiring a voter’s card for entry, young people are employing inventive strategies to boost enrolment.
Activist Ademba Allans, the founder of the #NikoKadi movement, said the campaign is gaining traction but noted that political indifference remains one of the main challenges.
During Kenya’s 2022 elections, voter turnout was the lowest in 15 years, with youth who make up a significant portion of the population accounting for only 39.8% of registered voters, a decline of 5.2 points compared to 2017, according to the Kofi Annan Foundation.
Allans aims to transform this trend and reshape the country’s political landscape, which has long been dominated by leaders perceived as disconnected from young people’s realities.
“We want to change the system. We want to take those in government out,” said the 26-year-old activist.
Velma Omondi, 22, shared that she pressured two friends to register by threatening to “cut them off,” and they eventually did.
“If we are not willing to participate, we cannot demand change,” she said, emphasizing the importance of active involvement in shaping the nation’s future.