The Africa Digital Media Institute, Eastern Africa’s premier creative arts and
technology training institution, and Digital Opportunity Trust Kenya have
equipped more than 7,800 young Kenyans with practical digital content creation
and entrepreneurship skills.
This
enables many to earn an income from the country’s fast-growing creator economy
through the Google-supported Ganjisha Project.
Content
creators received hands-on training in photography, videography, graphic
design, social media management, digital marketing, ethical content creation,
financial literacy, personal branding and entrepreneurship, while gaining
practical experience using industry-standard tools such as Canva, CapCut and
AI-powered content creation platforms.
Results
from an independent endline evaluation of the Google-supported Ganjisha
Project, jointly implemented by ADMI and DOT Kenya, show the programme exceeded
its target by training more than 7,800 young people across all 47 counties, and
significantly improved participants’ digital skills, confidence and earning
potential.
The
evaluation shows significant improvements in participants’ digital
capabilities, confidence and earning potential.
The
proportion of learners with intermediate and advanced digital content creation
skills increased from seven per cent at baseline to 85 per cent after training.
At
the same time, the proportion of participants earning income from digital
content creation rose from five per cent to 28 per cent, while average monthly
earnings increased from approximately Sh2,600 to Sh7,766.
“The
Ganjisha project has demonstrated that when young people are equipped with the
right digital and entrepreneurial skills, they can transform creativity into
sustainable livelihoods,” said Laila Macharia, board chairperson, Africa
Digital Media Foundation and Africa Digital Media Institute (ADMI).
“Kenya’s
creator economy holds immense potential, and our role is to ensure young
creators have the skills and confidence to seize those opportunities.”
She
noted that evaluation shows that participants are not only creating better
content but are also earning more, launching businesses and building careers in
the digital economy.
“This
is the kind of impact that industry-led digital skills training can deliver,”
she said.
The
evaluation shows that participants are not only creating better content but are
also monetising their skills, securing freelance opportunities, supporting
businesses with digital marketing services and creating employment for
themselves and others.
This
demonstrates the immense potential of Kenya’s creator economy when young people
are equipped with the right skills, tools and support.
Beyond
strengthening technical skills, the programme transformed participants’
confidence and outlook. Graduates reported greater confidence in creating and
publishing digital content, building personal brands and pursuing content
creation as a
More
than 90 per cent continue to apply the skills acquired through the programme,
while many are mentoring other young people, supporting small businesses and
expanding their professional networks.
The
programme was delivered through partnerships with community-based
organisations, government ICT hubs, TVET institutions, county governments and
leading Kenyan content creators, extending quality digital skills training to
underserved communities.
It
also complemented national initiatives such as the Ajira Digital Programme and
Kenya’s Digital Economy Blueprint by preparing youth with the practical skills
needed to participate in the country’s expanding digital economy.
“Young
people don’t transform because of a curriculum. They transform when they see
someone succeed. When they are trusted with responsibility. When they realize
they have agency not just in their own lives, but in their communities,” Digital
Opportunity Trust Kenya-deputy project director, Ann Nderitu, said.
“What we
celebrate is early evidence of what Kenya’s digital economy can look like when
young people are given real ownership of it. That is the work we intend to keep
doing, together, well beyond this room.”
The
evaluation identified limited access to smartphones, laptops, affordable
internet and advanced creative tools as the main barriers preventing many young
people, particularly women and those in rural areas, from fully participating
in the digital economy.
It
recommends expanding access to digital infrastructure, increasing practical
training, strengthening mentorship and creating stronger pathways to content
monetisation through partnerships with industry and digital platforms.
To
sustain the programme’s impact, ADMI and DOT Kenya have established a digital
alumni engagement platform that will provide graduates with continuous
mentorship, refresher learning reorms
This
will ensure participants continue to grow their careers beyond the training
period.
The
Ganjisha Project was an 18-month Google-supported initiative implemented by the
Africa Digital Media Institute (ADMI) in partnership with Digital Opportunity
Trust (DOT) Kenya to equip young Kenyans with practical digital content
creation and entrepreneurship skills.
