From Rallies to Reels: The Political Slogans Taking Over Kenya
Kenyan politics thrives on charisma, controversy, and—more recently—catchy phrases that go viral. These aren’t just rally cries anymore. Today’s political slogans are carefully crafted nuggets that ignite movements, flood social media, and even land on protest banners. From the pulpit to Parliament and now to TikTok, political lingo is morphing into a powerful tool of influence and identity.
One phrase that has recently stirred laughter and sparked conversation is “Hi cousins.” It was first dropped by former Deputy President Rigathi Gachagua while appealing for unity among Bantu communities. Delivered with humor and a touch of cheekiness, the phrase softened ethnic divides and quickly morphed into slang on X (formerly Twitter) and TikTok. The word “cuzo” became code for political alliance and cultural kinship. It struck a balance between satire and solidarity, making it easy for Kenyans to remix and adopt.
Then came another Gachagua gem that ignited even more attention—“Wantam.” A twist on “one term,” it suggested President Ruto would not be re-elected in 2027. Dropped casually during a Githurai rally, the phrase exploded online. Social media users turned it into trending sounds, captioned memes, and even jokes about launching a Gachagua glossary. It showed how deeply language could capture the public mood—and how quickly it could spiral into a pop culture phenomenon.
But not all slogans ride on wit. President Ruto’s bold declaration, “mambo ni matatu,” rattled the political scene in 2023. The phrase, which translates to “three options only,” was directed at corrupt sugar cartels and delivered with a chilling undertone: jail, deportation, or death. Though dramatic, it went viral instantly. It was printed on shirts, used in skits, and echoed in rallies. Ruto later moved to trademark it, proving that slogans can become political property as much as public discourse.
On the flip side, one phrase didn’t come from the leaders, but from the people. “Zakayo shuka”—loosely meaning “Zacchaeus, come down”—emerged as a cry from Gen Z protestors frustrated by high taxes and economic strain. They nicknamed Ruto “Zakayo,” drawing a biblical reference to the tax collector, and demanded that he “come down” from his lofty promises. Though Ruto tried to reclaim the name, likening himself to a just collector, the streets had already redefined it as a symbol of resistance.
Following closely in tone was “Ruto must go,” a blunt and unambiguous chant that surged during nationwide protests. It wasn’t coined in Parliament or by a political strategist—it was born out of collective frustration. This slogan turned into a rallying cry across towns, campuses, and digital platforms. It symbolized a growing disillusionment, especially among young Kenyans, toward unmet promises and economic hardships.
Interestingly, much of this political wave can be traced back to “bottom-up,” the slogan that anchored Ruto’s 2022 campaign. It appealed directly to the everyday hustler—the mama mboga, the boda boda rider, the kiosk owner. It promised a shift in economic priorities, placing the common citizen at the center. Though the slogan has lost some sheen amid rising economic challenges, it remains an iconic part of Kenya’s modern political lexicon.
In the age of memes and mobile data, slogans aren’t just marketing tools—they’re identity badges. They capture the pulse of the nation, give voice to grievances, and shape public perception faster than any formal policy paper. Today, a slogan can make or break a politician. From witty comebacks to rally cries, from statehouse speeches to street protests, these phrases reveal who’s connecting—and who’s losing touch.
Kenyan politics has gone from rallies to reels, and in this game of words, it’s the catchiest slogan that often wins the loudest applause.
Article By Suzy Nyongesa.
