This campaign will use entertainment to centralise three crucial aspects of our society: the importance of new avenues for work, creative community education and sustained mental well-being for all Kenyans during this period. The Kshs. 100m is therefore not a reservoir of free funds, but a provision to educate, innovate, sustain and improve our output as a sector. The objective is to continue developing and nurturing talent to ensure that the sector remains a significant contributor to our economy post-COVID.” said CS Amina Mohamed during the launch.
This project will supplement Government’s efforts in combating COVID-19 and its effects by engaging and mobilizing the cultural and creative artists in strategic messaging on behavior change to flatten the corona virus transmission curve including, but not limited to social distancing, hand washing and wearing personal protective equipment such as masks. This is in line with the guidelines set by the Ministry of Health and the World Health Organization.Artists will also carry messaging to encourage mental well-being and influence positive behavior to address the increased cases of domestic violence and other social issues.
It is estimated that the program will directly benefit over 20,000 Musicians, Actors and Artists from all 47 Counties and over 80,000 additional persons from the beneficiaries’households, 30% of whom being vulnerable groups and persons living with disabilities. “This program will touch as many areas of the cultural creative industry with measurable ripple effects as possible,” added CS Amina Mohamed.