Jubilee Party's slogan was very helpful in giving president Uhuru Kenyatta and DP William Ruto's victory. As opposed to their opponents during the electioneering period, Jubilee's slogan was not only simple but also meaningful.
The slogan, 'Tuko Pamoja', played a key role in expressing inclusivity all over the nation. Being led by the authoritative duo, Jubilee party was to be cumbered by criticism and greedy to benefit only the included tribes. The slogan brought down this notion to cease.
With simplicity, the short, inclusive Kiswahili words created room for the party to exploit every chance in familiarizing its manifesto. Also it enhanced memorability. One, even the old 'mamas' could not be defeated in saying the short Kiswahili sentence. As a result, pictorial attachments were also made memorable.
The use of one of the national languages to popularize the party kept off impunity as it called for love. Translated as 'we are together', the slogan embraced unity and killed ethnicity. This was of paramount importance regarding the political climate with tension after the court ruling that nullified the August 8 presidential election results.
Last but not least, is the slogan's ability to shun that of the opponents. Being a competition, the top candidates had to criticize each other. Obviously, dealing with a coalition is challenging and therefore, it requires a strong, vocal and courageous individual - who would not be shaken by the criticism. DP Ruto and President Uhuru are exemplary at this.
Thus, Jubilee's slogan was one of the important tools that guaranteed the party victory in 2017.