The United Democratic Alliance (UDA) party in Kenya has officially changed its slogan from 'Kazi ni Kazi' to 'Usawa ni Sawa- Mbele Pamoja'. This change was announced by UDA Secretary General Hassan Omar on November 5. The new slogan is part of the party's reshaping of its political messaging ahead of the 2027 General Election. The change was made in accordance with Section 20(2) of the Political Parties Act, 2011.
The new slogan 'Usawa ni Sawa- Mbele Pamoja' was popularised by President William Ruto during his recent public rallies and engagements. Ruto presented the phrase as a commitment to equality, fairness, and balanced development. He argued that all regions should benefit from government projects and opportunities. The President first used the phrase during a rally in Bondo, Siaya County, where he challenged supporters to embrace the new rallying call.
The 'Kazi ni Kazi' slogan, which translates to 'every hustle matters', was closely linked to Ruto's hustler narrative during the 2022 election campaign. The phrase presented Ruto as the champion of ordinary Kenyans, including small traders, boda boda operators, and low-income households. The party's wheelbarrow symbol reinforced the message of dignity in work and the promise to uplift those at the bottom of the economic ladder.
The UDA party's constitution describes the wheelbarrow as symbolising 'the value, dignity and commitment to work in pursuit of an equitable society'. The change in slogan shifts the emphasis towards equality and shared development. Ruto has used the new message to defend his administration's development record, citing investments in roads, electricity connectivity, affordable housing, education, and healthcare across different regions.
The shift in slogan comes as the political landscape changes ahead of the 2027 elections, with Ruto facing the challenge of defending his record after four years in office. In 2022, the hustler-versus-dynasty narrative helped UDA build a broad coalition by presenting the election as a contest between ordinary citizens and established political families.
The new equality message appears intended to broaden that appeal by addressing historical regional inequalities and positioning the administration as committed to inclusive development. UDA has invited party members to make submissions on the change through its official email address, following the statutory notification procedure under the Political Parties Act.
The party has not announced any changes to its wheelbarrow symbol or party colours. The change in slogan raises questions about whether it will translate into a wider rebranding of the party or remain primarily a campaign message. The UDA party will need to demonstrate its commitment to the new slogan and its message of equality and fairness.
Key points
- UDA party changes slogan from 'Kazi ni Kazi' to 'Usawa ni Sawa- Mbele Pamoja' ahead of 2027 elections
- New slogan is part of President William Ruto's commitment to equality, fairness, and balanced development
- Change in slogan shifts emphasis towards equality and shared development, away from hustler narrative
