Local traders thrive as Safaricom’s roadshow brings business and joy to 37 counties

But the impact went far beyond giveaways. The campaign invigorated local economies, sourcing livestock and poultry directly from local traders and ensuring broad economic benefits for communities. Markets buzzed with activity during roadshow stops, boosting trade and livelihoods.

"This initiative has been a blessing for traders like us," said Pauline Mwangangi, a trader at Emali Market. "The increased activity during the Safaricom roadshow brought us more business than usual."

Safaricom CEO Peter Ndegwa praised the partnership with Royal Media Services (RMS) for its success in connecting Safaricom to millions of Kenyans while also driving measurable economic growth.

"Through this campaign, we touched lives and created opportunities, ensuring that the festive season was not just about celebrations but also economic empowerment," said Ndegwa.

Fred Afune, director of ICT at RMS, highlighted the significant reach of Royal Media Services, which amplified the campaign’s message of joy and empowerment. With RMS’s 14 radio stations and three television channels, the Sambaza Furaha campaign reached more than 25 million Kenyans.

"Our platforms played a key role in ensuring this initiative connected with audiences from every corner of the country, spreading joy during the festive season," Afune added.

During the campaign, more than 175 goats, 2,000 chickens, millions in airtime vouchers, umbrellas, and shopping vouchers were distributed to grateful winners across the country.

Sambaza Furaha Gift Highlights:

• Goats: More than 175
• Chickens: More than 2,000
• Airtime vouchers: Millions distributed
• Shopping, umbrellas, t-shirts, and lessos

Winners expressed their gratitude for the memorable gifts.

"Winning a smartphone was unexpected, but it has truly brightened my holiday season," said Walter Owilo, one of the campaign’s winners.

"Getting a goat was a surprise and a blessing," added Kevin Omondi, another winner.

For local traders, the campaign created life-changing opportunities. James Musembi, a chicken supplier from Jericho Market in Nairobi, shared how the partnership transformed his business.

"Being contracted to supply chickens for the Safaricom roadshow has made 2024 an extraordinary year for me. The timing of this initiative perfectly aligned with the Christmas season, boosting my business significantly," Musembi remarked.

The caravan traversed over 37 counties, bringing life to towns across Kenya while boosting local tourism. At each stop, communities gathered to celebrate, trade, and share in the festive spirit.

The Sambaza Furaha initiative has cemented itself as more than just a campaign—it is a movement that has united Kenyans, empowered businesses, and uplifted lives during the holiday season.