NAIROBI, Kenya — Political strategist Pauline Njoroge has praised President William Ruto’s ability to shape and dominate national conversation through powerful political storytelling, warning that the opposition risks being outmanoeuvred ahead of the 2027 elections if it fails to craft a compelling alternative narrative.
In a reflective commentary, Njoroge said Ruto has an “uncanny ability” to sell political ideas—whether realistic or not—by repeating them relentlessly until they take root in the public imagination.
She cited his 2022 campaign slogan “Tunatoka bottom tunaenda up” as a prime example, noting that constant repetition transformed the phrase into a shared identity for many voters.
“With every phrase he coins, he builds a make-believe world around it, so vivid that you can almost watch it unfolding before your eyes,” she said.
Njoroge pointed to the President’s latest rallying cry—“Singapore”—as evidence of this strategy at work. She observed that regardless of whether Kenyans support, mock or criticise the idea, it has permeated everyday conversation, from villages and towns to churches, giving it political momentum simply through constant mention.
She contrasted this with what she described as the opposition’s weak and inconsistent messaging. While acknowledging that phrases such as “The Audacity of Hope” once resonated deeply with a disillusioned public, Njoroge argued that the opposition failed to sustain or build a broader narrative around it.
“We did not make any deliberate effort to build a universe around it. No repetition, no insistence, no sustained storytelling,” she said.
Njoroge warned that politics “does not forgive silence,” arguing that the opposition has left a vacuum now filled by Ruto’s narrative. She urged opposition leaders to urgently develop an emotionally resonant, coherent message that offers Kenyans a clear vision of an alternative future.
Drawing on classical political communication, she said successful politics must combine ethos, pathos and logos—credibility, emotion and logic—to connect with voters. Without this, she cautioned, even a misleading narrative could dominate.
“Politics is like courting,” Njoroge said. “You must paint a picture of the life you are offering. It doesn’t even have to be true, but it must be compelling.”
She concluded with a stark warning that if the opposition fails to act, Ruto’s “Singapore” narrative could carry its own momentum all the way to victory in 2027.
