An Assessment of Public Awareness of Kenya Vision 2030

Abstract

The Kenya Vision 2030 Delivery Board (VDB) is mandated to market Vision 2030 aggressively, publicize it, and communicate its activities and achievements to the public. Despite the much the VDB has achieved, there is a lack of awareness of the projects being implemented in the country. The purpose of this study was to critically analyze the public understanding of Kenya Vision 2030 by evaluating the communication channels used, the messaging strategies employed by the government, and the effectiveness of public awareness campaigns. The study reviewed the literature on the critical role of communication of the national government in enhancing public awareness to the public. Priming theory shaped the discourse on transmitting the Kenya Vision 2030 goals. The study utilized a qualitative descriptive research design to provide a detailed representation of the findings using document analysis of the Kenya Vision 2030 Delivery Secretariats’ communication strategy and strategic plan and key informant interviews. The study targeted ten staff members from Kenya Vision 2030 Delivery Secretariat (VDS), the State Department for Economic Planning, and other Ministries, Departments, and Agencies implementing Kenya Vision 2030 using purposive sampling. Data was collected and analyzed using descriptive statistics and presented through thematic representations. The study established that the level of awareness among the staff members in the public sector is very high and that government websites are the ideal communication channels. Additionally, it was noted that VDS, through its communication strategy, has employed various communication channels to enhance awareness of the milestones and goals of Vision 2030 to the public. Further, the government has implemented various strategies such as distributing fliers, branded materials, translating the Vision 2030 documents to popular versions, and braille to enhance awareness among the public. Despite the efforts of the government to create awareness, respondents recommended additional measures to improve further public awareness, including lobbying for additional funds to increase the scale of use of the existing communication structures, aggressive use of social media platforms, use of pamphlets written in local languages and use of videos clips and pictures showcasing completed projects. The study finds that even though the government has yielded the most success in raising awareness, as evidenced by the respondents, it is worth noting that it lacks control over public opinions and expectations and warrants a need for more proactive measures.