At this year’s Marketing Society of Kenya (MSK) Awards, experts emphasized the pivotal role marketing campaigns play in shaping societal norms and pushing Kenya’s image globally. Marketers were urged to create inclusive, diverse campaigns that not only foster national unity but also help combat societal ills such as Gender-Based Violence (GBV).
The event, held on Friday, brought together industry leaders who noted that marketing campaigns hold immense power in influencing both local and international perceptions. By crafting campaigns that advocate for inclusion and diversity, marketers can contribute to tackling challenges that have long plagued Kenya’s social fabric. One of the most pressing issues raised was the fight against gender-based violence, a problem that continues to undermine the country’s social and economic development.
Antonia Sodonan, UN Women’s Special Representative, made a compelling case for ethical advertising in combatting GBV. She highlighted the staggering global cost of violence against women, estimated at approximately 2% of the global GDP, or $1.5 trillion. Sodonan called on marketers to use their platforms to challenge norms that perpetuate violence and instead advocate for dignity, respect, and equality.
“Marketing is not just about selling products. It’s about shaping perceptions, changing mindsets, and creating an environment where individuals, particularly women, are free from violence,” she said. Her words resonated with the attendees, urging them to take a stand against harmful stereotypes and discriminatory messages in their campaigns.
During the awards ceremony, which celebrates the best in the marketing industry, key figures in the field were recognized for their exceptional contributions. Dr. Yvonne Tharao, Group Head of Marketing and Corporate Affairs at Madison Group, was honored with the MSK Warrior Award for her outstanding achievements. Other notable recipients included former Radio Africa Group CEO Patrick Quarcoo, content creator Crazy Kenna, and Chirles Kariuki. These individuals were recognized for their leadership, innovation, and tireless efforts in transforming the Kenyan marketing landscape.
The MSK Warrior Award, the highest accolade presented by the society, is bestowed upon those who have demonstrated exemplary skills and influence in the marketing field. As marketers continue to innovate and shape public perceptions, the MSK Awards serve as a reminder of the responsibility they carry in crafting messages that resonate positively with society.
Eva Muraya, a seasoned marketer who also attended the event, emphasized the importance of marketers viewing their campaigns as contributors to the larger narrative of Brand Kenya. She urged the industry to move away from stereotypical portrayals and focus on promoting a diverse and inclusive national identity. According to Muraya, each marketing campaign contributes to the global perception of Kenya, making it crucial for marketers to consider the long-term impact of their messages.
“Marketing is a powerful tool for nation-building,” she said. “Every campaign we create is not just about a product or service; it’s about the story we tell about who we are as a country. We must ensure that we’re telling a story that’s inclusive, respectful, and reflective of our diverse society.”
The call for marketers to shun stereotypes and embrace diversity in their campaigns comes at a time when Kenya is striving to enhance its global image and attract more investment and tourism. With its rich culture, breathtaking landscapes, and vibrant economy, Kenya has much to offer the world, and the marketing industry is seen as a critical driver in promoting these strengths.
As the country faces numerous challenges, including GBV and inequality, experts believe that marketing campaigns can be a force for good, helping to raise awareness, change harmful attitudes, and create a more inclusive and respectful society. By crafting campaigns that advocate for diversity and inclusivity, marketers can help Kenya realize its full potential both locally and internationally.
In conclusion, the MSK Awards served as a timely reminder of the power of marketing in shaping societal norms and driving national progress. Marketers were urged to take responsibility for the messages they convey and ensure that their campaigns reflect the values of diversity, inclusion, and respect for all individuals. As the industry continues to evolve, it is clear that ethical advertising practices will be central to building a more equitable and prosperous future for Kenya.
