Communication on the Housing Levy

Recently, the #Kenyan government has unveiled a housing schemes that is touted as innovative solution to address the country's #housing deficit. The initiative is primarily framed as having long-term benefits of investing in homeownership. However, the biggest nightmare has been seen in the public is how communication and framing of the initiative has been handled by various public and #state officials. It seems they are lost in the project and nobody is giving attention on how it is articulated. This is a challenge for any policy and not unique to this particular one.

The public has been left confused and afraid about the model which is also being framed as a saving. But why should saving for a house be a mandatory undertaking? This question is lingering in most peoples mind. Cytonn Investments in their 2020 report, estimates that Kenya has a housing deficit of 2million with a housing demand growth rate of 200,000 annually. Not sure what we achieved with the 'Big Four' agenda as far as housing is concerned, but that is a story of another day. The term 'affordable housing' is one the most abused terms today both in private and public sector. But what does it even mean? How does afforable housing project and the housing levy complement each other in terms of outcomes for housing? Are the policies coherent and consistent with solving the housing problem in Kenya?

One of the key messaging and policy pitfalls lies in the inadequate linkage between these housing schemes and the socio-economic context of the average Kenyan. While the notion of saving for a home resonates with many citizens, the lack of affordability and accessibility renders it an unattainable dream for a significant portion of the population. This failure to address the fundamental economic challenges undermines the credibility and effectiveness of the #communicationstrategy employed.

Furthermore, the absence of a comprehensive socio-economic analysis in framing these housing schemes has resulted in a disconnection from the diverse needs and aspirations of Kenyans. By presenting homeownership as a one-size-fits-all solution, the government has inadvertently ignored the varying financial capabilities, cultural values, and geographic considerations that shape individuals' preferences and realities. Such oversight can lead to widespread disillusionment and a deepening sense of exclusion among those who feel left out of these initiatives.

To bridge this communication gap and foster a more inclusive dialogue, it is crucial for the government to adopt a multi-dimensional approach. Firstly, appreciate and utilise various socio-economic landscape assements reports to identify the barriers that hinder effective communication, public participation and address the underlying challenges. This involves actively engaging with citizens, grassroots organizations, Non-governmental organizations, and housing experts to gain insights and ensure that the communication strategy aligns with the realities on the ground. The government seems to be assert its power and influence and doing a lone ranger effort which is even diluting political dividends for a new adminstration.

Secondly, the government must tailor its messaging to resonate with the diverse population it serves. Recognizing the economic disparities, cultural diversity, and regional variations within Kenya, a nuanced and inclusive communication framework can empower citizens to see themselves as stakeholders in the process. By highlighting the concrete steps being taken to address affordability, accessibility, and sustainability concerns, the government can rebuild trust and foster a sense of collective ownership among citizens. Audience segmentation is always very critical for any communication endeavour and must be a top agenda for #GoK communicators at this juncture. Coupled with this we should not see everyone in a chorus of articulation of the #policy - some just do not understand what the #housinglevy is all about but want to look good in the eyes of audience and appointing authority.

Lastly, transparency and accountability must be the guiding principles throughout the communication process. Ensuring that citizens have access to accurate and up-to-date information regarding the progress, challenges, and impact of the housing schemes will enhance trust and enable citizens to make informed decisions. This transparency will not only help manage expectations but also provide a platform for constructive feedback and improvement. While doing press conferences in offices is good, little has been done to avail this information in other platforms and allow a two-way communication loop where publics can ask questions and give feedback.

Effective government public communication plays a pivotal role in shaping socio-economic realities and fostering a sense of inclusivity. The miscommunication and framing challenges surrounding housing levy and corresponding housing scheme which is as saving plans in Kenya highlight the need for a comprehensive and context-sensitive approach. By bridging the communication gap, embracing inclusivity, and promoting transparency, we can pave the way for a more inclusive housing policy that is more people driven than government driven. This ensures peoples freedoms and rights are also upheld by putting the citizens at the driving seat of defining the trajectory of their destiny. I am a big fan of Amartya Sen's 'Development as freedom' and i would recommend the treatise to anyone handling any issue on the housing levy.

I would love to hear your thoughts on this important issue. Let's engage in a constructive conversation and explore how we can collectively contribute to enhancing public communication strategies in Kenya.

#GovernmentCommunication #PublicEngagement #SocioEconomicRealities #KenyaHousingSchemes #Inclusivity #Transparency #Accountability