NAIROBI, Kenya- A unifying social media campaign dubbed #WeAreAllKikuyus has taken Kenya — and the world — by storm, as Kenyans from all walks of life rally against ethnic profiling in the wake of nationwide protests largely led by Generation Z.
The hashtag trended globally on X (formerly Twitter) just days after a deadly crackdown on Saba Saba protests on Sunday, July 7, where at least 31 people were killed and over 100 injured, according to the Kenya National Commission on Human Rights (KNCHR).
It was the single bloodiest day in a series of demonstrations that have rocked the country since early June.
The movement was sparked by online claims blaming members of the Kikuyu community for incidents of vandalism and looting witnessed during the protests, and leading opposition at President William Ruto’s government.
In response, Kenyans from different ethnic backgrounds took to social media to declare solidarity by adopting Kikuyu names and posting messages such as, “My name is Achieng’ Otieno from Homa Bay. Today, I am Wanjiku. #WeAreAllKikuyus.”
My name is Martha Akinyi Chebet Karua #WeAreAllKikuyus
Prominent leaders, activists, and influencers quickly joined the campaign.
Former Deputy President Rigathi Gachagua, a native of Nyeri, posted a photo in traditional Kikuyu attire with the caption, “I am Rigathi Gachagua Reriani. I am from Nyeri. #WeAreAllKikuyus.”
Former Justice Minister Martha Karua, opposition leaders Eugene Wamalwa and Kalonzo Musyoka, and rights activist Irungu Houghton echoed the message, denouncing tribal scapegoating in the protests.
On Monday, July 8, the Kenya Human Rights Commission (KHRC) issued a statement condemning ethnic profiling, calling it a dangerous political tactic.
“Attempts to frame these protests as a tribal issue are meant to divide and weaken a national movement,” the statement read in part.
The protests initially erupted after the controversial death of Albert Ojwang, a teacher and social media activist, while in police custody in early June.
He had been arrested on allegations of defamation against DIG Eliud Lagat but died while on police ustody.
The protests reached a turning point on Saba Saba Day, historically marked to commemorate the struggle for multiparty democracy in Kenya.
Protesters clashed with police in Nairobi, Kisumu, Eldoret, Nyeri, and Mombasa, among other 21 towns.
KNCHR and Amnesty International Kenya reported use of live ammunition, tear gas, and water cannons by law enforcement.
Over 500 people were arrested countrywide.
I am Irũngũ Kipchoge Wekesa Houghton and we are one nation #WeAreAllKikuyus
In the aftermath, some politicians and online accounts began attributing the destruction to members of one community, triggering swift public backlash.
Human rights groups noted the narrative bore a striking resemblance to past political strategies where ethnicity was used to divide protesters.
“The ethnic card has always been a convenient tool to undermine genuine political dissent,” said one statement shared widely by civil society actors.
“#WeAreAllKikuyus is not just a hashtag. It’s a declaration that this country belongs to all of us.”
I am Cleophas Kamau Wakhungu Malalah Wamunyoro. I am from Makunga, Kakamega county. #WeAreAllKikuyus
The viral campaign also attracted support from outside Kenya. African activists in Nigeria, South Africa, and Ghana tweeted in solidarity using the hashtag. X’s global trends dashboard showed #WeAreAllKikuyus peaking at number 3 worldwide on July 8.
Digital analyst Sheila Muthoni told Y News the speed and reach of the campaign showed Gen Z’s growing influence in shaping national discourse.
“They’ve moved beyond protest. They’re reclaiming the national identity from those who seek to divide. It’s powerful.”
My name is Stephen Kariuki Musyoka #WeAreAllKikuyus
Kenya’s Gen Z-led protests have been compared to other global youth movements, including Nigeria’s #EndSARS and Hong Kong’s pro-democracy demonstrations.
The youth in Kenya, however, have insisted their movement is not political but rooted in economic justice, dignity, and national unity.
“This is not about tribe. It’s about truth,” read one widely shared post. “If one of us is being profiled, then all of us stand with them. #WeAreAllKikuyus.”
Meanwhile, pressure is mounting on the government to launch independent investigations into police conduct during the protests.
We are Kenyans and Kenya is our business ❤️ #weareallkikuyus
