The United Democratic Alliance (UDA) has officially dropped its “Kazi ni Kazi” slogan, replacing it with “Usawa ni Sawa- Mbele Pamoja” as President William Ruto's party reshapes its political messaging ahead of the 2027 General Election.
In a notice issued Thursday, November 5, UDA Secretary General Hassan Omar announced the change, inviting party members to submit written representations on the new slogan.
“Pursuant to and in accordance with Section 20(2) of the Political Parties Act, 2011, it is hereby notified that the United Democratic Alliance (UDA) Party has changed its party slogan from ‘Kazi ni Kazi’ to ‘Usawa ni Sawa – Mbele Pamoja’,” Omar said.
He added that members wishing to make submissions on the change should send them to the party through its official email address.
The change formalises a political message that Ruto has increasingly used in public rallies and engagements over the past few weeks as he begins positioning himself for a second term.
The President has presented the new slogan as a commitment to equality, fairness and balanced development, arguing that all regions should benefit from government projects and opportunities.
Ruto popularised the phrase during his October political engagements, including a rally in Bondo, Siaya County, where he challenged supporters to embrace the new rallying call.
“When I say UDA, you reply, ‘Usawa ni Sawa’. When I say ‘Usawa ni Sawa’, you reply, ‘Mbele Pamoja’,” he told supporters during a rally in Elgeyo Marakwet.
The new message marks a departure from the “Kazi ni Kazi” slogan, which became synonymous with UDA during the 2022 election campaign.
The phrase, meaning every hustle matters, was closely linked to Ruto's hustler narrative, which presented him 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.
UDA's constitution describes the wheelbarrow as symbolising “the value, dignity and commitment to work in pursuit of an equitable society”, while its slogan was formally defined as “Kazi ni Kazi”, meaning every hustle matters.
The new slogan shifts the emphasis towards equality and shared development, with Ruto arguing that communities should receive their fair share of national resources regardless of their political or ethnic background.
The President has increasingly used the message to defend his administration's development record, citing investments in roads, electricity connectivity, affordable housing, education and healthcare across different regions.
The shift also 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.
However, the change also raises questions about whether the new slogan will translate into a wider rebranding of the party or remain primarily a campaign message.
UDA has not announced any changes to its wheelbarrow symbol or party colours.
The party's invitation for members to make submissions follows the statutory notification procedure under the Political Parties Act.
