Ruto Recasts 2027 Campaign Around ‘Usawa ni Sawa’, Equity and Historical Marginalisation

President William Ruto is reshaping his political message ahead of the 2027 General Election, placing equality, historical marginalisation and equitable distribution of development at the centre of his bid for a second term.

Four years after winning the presidency with a populist message promising to empower ordinary Kenyans against established political dynasties, Ruto has introduced a new rallying call: “Usawa ni Sawa – Mbele Pamoja” (Equality is fair, forward together).

The slogan, which the president has been popularising during his North Rift tour, frames the next election as a contest over equitable development and access to national resources, rather than one driven primarily by ethnic alliances and political personalities.

However, beneath the administration’s message of national unity and equal opportunity lies a more pointed political argument: communities that have historically been excluded from economic opportunities and development should receive a greater share of the country’s resources.

Duale Defends Ruto’s Push for Equity

Health Cabinet Secretary Aden Duale has emerged as one of the prominent defenders of the president’s emphasis on equity, arguing that communities that have experienced historical exclusion should unite politically.

“The only crime President Ruto has committed and which his opponents are asking is, ‘Why are you bringing equity? Why are you talking about equality?’” Duale said.

He argued that the country’s longstanding challenges required a political alliance bringing together communities that believe they have been left behind in the distribution of economic opportunities and development.

“Kenya has many challenges. We are going to form a coalition of the marginalised. Those who were excluded, discriminated against and sidelined will unite, from Nyanza and Western to the pastoralist communities and all the way to the Coast. We shall come together and form a coalition of the marginalised,” he added.

Duale traced the grievances behind the proposed alliance to policies introduced in the early years after independence, arguing that they contributed to unequal access to wealth and economic opportunities.

“We were discriminated against through Sessional Paper No. 10 of 1965. We were discriminated against again through land resettlement schemes and land-buying companies established during President Jomo Kenyatta’s era. We were discriminated against once more when the policy of Africanisation of businesses was introduced. They wanted only one group to access wealth,” he said.

His remarks offer insight into the political thinking behind the administration’s emerging campaign message, which places historical grievances and regional inequalities at the centre of its appeal.

From ‘Hustler vs Dynasty’ to Regional Equity

Ruto’s new messaging appears to build on, rather than abandon, the populist narrative that propelled him to power in 2022.

During that election, his central argument was that Kenya’s political and economic system had been captured by a small circle of powerful families, leaving ordinary citizens struggling with the cost of living and limited economic opportunities.

The “hustler versus dynasty” narrative presented Ruto as the champion of ordinary citizens, whom he described as hustlers, against established political families and leaders associated with successive administrations.

The emerging “Usawa ni Sawa” message broadens that argument by shifting greater attention towards regional disparities, historical exclusion and the distribution of state resources.

By invoking communities across Nyanza, Western Kenya, the pastoralist regions and the Coast, Duale has outlined a vision of a political coalition that cuts across several regions and communities.

The approach also places development equity at the heart of the administration’s political pitch, with the government seeking to frame its agenda around the question of whether all parts of the country are benefiting from national resources.

Can the Promise of Equality Translate Into Development?

The political significance of the new message will depend partly on whether the administration can demonstrate measurable progress in addressing the inequalities it has highlighted.

The government will also need to persuade voters beyond its traditional support base that its development record is delivering tangible benefits to communities that have long complained of marginalisation.

While the language of equality and inclusion offers a broad basis for political mobilisation, questions remain over how the administration intends to measure equity, distribute resources and address historical grievances.