President William Ruto has embraced a new political slogan, “Usawa ni Sawa, Mbele Pamoja” (Equality is Fair, Forward Together), as he positions himself for the August 2027 General Election. The shift signals a departure from the “Hustler Nation” narrative that propelled him to State House in 2022, raising questions about how he intends to redefine his political appeal ahead of the polls.   

The President first used the phrase in Bondo, Siaya County, during a public rally on October 7, shortly after presiding over the handover of the late Raila Odinga’s mausoleum.   

In mid-October, during a tour of the North Rift region, President Ruto articulated that his re-election bid will centre on correcting long-standing disparities in infrastructure and public investment. He reiterated this during the Mashujaa Day celebrations in Eldoret on October 20.  

Implementing the equity agenda relies on several administrative and legislative mechanisms. The national budget, county allocations, and executive appointments are the primary instruments for addressing historical marginalisation.  

Under the new campaign slogan, the government is expected to highlight specific development projects such as roads, water infrastructure, and agricultural subsidies, delivered to previously neglected areas.   

The success of the “Usawa ni Sawa” strategy depends on the administration’s ability to demonstrate tangible results in these areas before the 2027 general election.   

Critics and political analysts point out that rhetoric alone will not suffice; the government must provide verifiable data showing that regional disparities are actively closing.  

The success of the “Usawa ni Sawa” strategy depends on the administration’s ability to demonstrate tangible results in these areas before the 2027 polls. Critics and political analysts point out that rhetoric alone will not suffice; the government must provide verifiable data showing that regional disparities are actively closing.  

Presidential Campaign Slogans Since Independence  

Founding President Jomo Kenyatta popularised “Harambee”, meaning “pulling together”, as a nation-building philosophy after independence in 1963. The slogan encouraged communities to pool resources together to build schools, health facilities and other public amenities.  

President Daniel Toroitich arap Moi introduced “Nyayo”, meaning “footsteps”, in 1978. He pledged to follow Kenyatta’s principles of peace, love and unity. The philosophy later became associated with political conformity as President Moi consolidated power and Kenya moved towards a de jure one-party state. 

However, questions have arisen about whether the new political slogan will resonate with voters as strongly as previous campaign narratives. This comes as the opposition has yet to develop its own slogan ahead of the August 2027 polls, despite the “Wantam” slogan gaining traction.