UNESCO has partnered with the Bloggers Association of Kenya to empower Kenyan digital content creators as “Trusted Voices” in a new push for digital peacebuilding and information integrity.
The initiative, launched under UNESCO’s Social Media 4 Peace (SM4P) project, seeks to equip influencers, bloggers, and podcasters with skills to counter disinformation, hate speech, and harmful AI-generated content while promoting responsible digital engagement.
Bridging Journalism and Digital Influence
As social media becomes a primary source of news for millions of Kenyans, content creators are increasingly shaping public opinion. The partnership recognizes this shift and aims to professionalize the digital content space by instilling journalistic ethics and accountability.
Speaking during the launch, John Okande, Programme Coordinator at UNESCO, emphasized the urgency of the initiative, noting that media and information literacy is now critical for safeguarding democracy in a fragmented digital environment.
Training Focus: Ethics, Integrity, and Governance
The program includes a two-day intensive training workshop scheduled for March 25–26, 2026, targeting winners of the 2025 BAKE Awards.
Adapted from a global UNESCO and Knight Centre course, the training will focus on:
Information Integrity: Fact-checking and combating deepfakes
Journalistic Ethics: Balancing creativity with accuracy and accountability
Platform Governance: Understanding moderation systems and the role of FeCoMo
The goal is to cultivate a new generation of creators who prioritize truth and responsibility alongside audience engagement.
Strengthening Trust in Digital Spaces
BAKE Chairman Kennedy Kachwanya underscored the importance of ethical content creation, describing it as a critical defence against declining public trust online.
The partnership aims to ensure that creators are not only recognized for their creativity but also for their commitment to fostering a safer and more truthful internet ecosystem.
About the Social Media 4 Peace Initiative
The Social Media 4 Peace project is a UNESCO EU-funded initiative designed to strengthen societal resilience against harmful online content, particularly hate speech and disinformation. Now, in its second phase, the program promotes digital peacebuilding while safeguarding freedom of expression.
Multi-Stakeholder Approach to Content Moderation
A key component of the initiative is collaboration through FeCoMo, a coalition that brings together technology companies, government agencies, academia, and civil society organizations to address online harms while protecting free speech.
Role of BAKE in Kenya’s Digital Ecosystem
Founded in 2011, BAKE serves as the umbrella body representing Kenyan digital content creators. The organization plays a central role in promoting professionalism, ethical standards, and growth within the country’s online media landscape.
Towards a Safer Digital Future
The UNESCO-BAKE partnership signals a growing recognition of digital creators as key actors in shaping Kenya’s information ecosystem. By equipping them with the right tools and values, the initiative aims to build a more informed, responsible, and peaceful online community.