President William Ruto has unveiled a new political rallying call ahead of the 2027 General Election, shifting his campaign message towards equality, national unity and equitable distribution of development.
Speaking during the Mashujaa Day celebrations at Kipchoge Keino Stadium in Eldoret on Tuesday, October 20, Ruto urged Kenyans to support his administration’s development agenda, saying every region deserved a fair share of national resources.
The President embraced the slogan “Usawa ni Sawa, Mbele Pamoja”, loosely translated as “Equality is fair, forward together”, as he positioned his administration for another term in office.
The message marks a shift from the “Hustler Nation” narrative that helped propel Ruto to the presidency in 2022, when he presented himself as the champion of ordinary Kenyans against established political families.
Ruto now wants the 2027 contest to focus on development, equality and competing policy proposals rather than ethnic divisions and political personalities.
“Our democracy must be a contest of ideas, policy and programmes, not a competition in ethnic division and personal attacks. Every leader must present a clear vision of where they want to take Kenya and a practical plan on how they will take it there,” the President said.
He also challenged opposition leaders to explain what they would do differently if elected, accusing them of criticising his administration without presenting workable alternatives.
The new message comes as opposition leaders step up efforts to build alliances ahead of the next election, with debates over national unity, the economy and the distribution of public resources taking centre stage.
Ruto first used the slogan during a public rally in Bondo, Siaya County, on October 7. He has since continued to promote it during his political engagements, including his recent tour of the North Rift region.
The President has linked the message to his pledge to address historical inequalities and ensure that communities across Kenya benefit from government projects without discrimination.
Political analyst Javas Bigambo, in an interview with a local daily, said the slogan communicates the idea that citizens across all 47 counties should benefit from development regardless of where they live.
However, the shift also comes at a time when the President faces growing scrutiny over his economic record, taxation and the cost of living, issues that are likely to feature prominently in the 2027 campaign.
In 2022, Ruto’s “Hustler versus Dynasty” message helped him present himself as an outsider fighting for small traders, low-income households and other ordinary citizens.
His Bottom-Up Economic Transformation Agenda also promised to improve livelihoods through agriculture, support for small businesses, affordable housing and job creation.
The new slogan broadens that political pitch by placing greater emphasis on regional inequality, access to opportunities and the distribution of government resources.
Health Cabinet Secretary Aden Duale has defended the message, arguing that it reflects the need to address historical disparities in infrastructure, public appointments and access to government services.
Duale has cited communities in Northern Kenya and other historically underserved areas as examples of regions that require greater attention in national development planning.
He has also argued that the new approach could bring together communities that believe they have been left behind by successive governments.
The administration’s challenge will be to demonstrate that its promise of equality translates into measurable improvements in roads, water supply, electricity connections, healthcare and employment opportunities.
With the 2027 election approaching, Ruto’s new message is likely to become a central part of his efforts to defend his record and broaden his support base.
Whether “Usawa ni Sawa” resonates with voters as strongly as the Hustler narrative did in 2022 will depend partly on how Kenyans assess the government’s performance and whether they see tangible results from its promise of equitable development.
