Aiden K 
KEPSA in partnership with the Challenge Fund for Youth Employment and TWIVA have officially launched the Twende Digital Project to create thousand jobs for content creators in Kenya
The Kenya Private Sector Alliance (KEPSA) and Twiva have unveiled the Twende Digital Project, a pioneering effort aimed at spearheading digital transformation for Kenyan small and medium-sized enterprises (SMEs).
This project, funded by the Challenge Fund for Youth Employment (CFYE), seeks to not only create work opportunities for young digital content creators but also to assist SMEs in embracing technology, thereby enabling them to scale up and thrive in the digital age.
The Twende Digital Project, driven by the CFYE’s mission to foster youth employment initiatives in Africa, is set to provide significant work opportunities across both rural and urban settings in Kenya, including cities such as Nairobi, Nakuru, Kisumu, Mombasa, Eldoret, Nyeri, Machakos, Kiambu, Garissa, and Kakamega.
Selected businesses will receive a range of digitization services and tools for free over the next 12 months, including influencer marketing service credits, content creation credits, access to business digital coaches, and digital marketing training and advisory services.
Paul Ngugi, Deputy Country Lead of the Challenge Fund for Youth Employment, emphasized the importance of meaningful youth participation in employment initiatives, pointing out that the project aims to create dignified and fulfilling work opportunities for young people in Africa.
With a goal of creating 230,000 jobs for young people by 2026, the project underscores the significance of supporting the private sector and measuring the impact of youth employment initiatives.
The Twende Digital Project not only addresses the pressing issue of youth unemployment in Kenya but also seeks to empower SMEs by providing them with access to wider markets, more efficient processes, increased productivity, and reduced costs through digitization.
Dr. Ehud Gachugu, Director of Youth and Jobs at the Kenya Private Sector Alliance, highlighted the potential for businesses to gain a competitive advantage and unlock new opportunities through digitization, ultimately leading to the creation of more work opportunities for young people in Kenya.
As a key player in this endeavor, Twiva, a social commerce platform, will facilitate the connection between micro, small, and medium enterprises and digital content creators.
By leveraging the expertise of social media influencers and resellers, Twiva aims to boost the productivity of SMEs while simultaneously creating work opportunities for influencers.
Peter Kironji, CEO & Co-founder of Twiva, emphasized the transformative impact of the project, envisioning a significant increase in the average income of employed youth and a shift in the narrative of meaningful work.
The Twende Digital Project also prioritizes inclusivity, with 60% of opportunities allocated to women-led SMEs and a focus on building digital skills among SMEs. Additionally, the project aims to provide start-up opportunities for youth without formal experience or capital, particularly in areas of logistics and shipping of products to clients.
The ultimate vision is to expand the project’s reach, serving more youth and women through the enlistment of additional social influencers, thereby contributing to economic growth and a sustainable future.
Philip Karanja, CEO of PhilItTV, emphasized the importance of businesses engaging with influencers to enhance visibility and customer experience, highlighting the comprehensive approach required for
branding and customer engagement. He stressed the need for businesses to find influencers who align with their brand values and can elevate their business to the next level. By doing so, businesses can focus on their core functions while influencers enhance their visibility to potential clients.
The Twende Digital Project not only addresses the immediate challenges of limited capital and formal job opportunities but also pioneers a new approach to economic empowerment.
By leveraging digital technologies and social media influencers, the project creates opportunities for youth-owned agribusinesses and scalable enterprises, fostering an ecosystem where businesses thrive and individuals flourish.
Dr. Ehud Gachugu emphasized the sustainability of the Twende Digital Project, envisioning a ripple effect that contributes to economic growth and poverty reduction. The project is committed to building a sustainable future by empowering youth and women economically.
